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New York Times syndicate rather than innovate

The big media players like the New York Times and the Wall Street Journal must still think they’re unsinkable. But with finance, fate and fortune all getting caught by a strong tide of change, is syndication rather than innovation a safer harbour to weather the economic storm?

The big media players like the New York Times and the Wall Street Journal must still think they’re unsinkable. But with finance, fate and fortune all getting caught by a strong tide of change, is syndication rather than innovation a safer harbour to weather the economic storm?

In the aftermath of the economic hurricane that’s engulfed the world this last few weeks, the sheen of impregnability might just be starting to lose its impermeable luster.

In spite of advertising revenues evaporating and blogs starting to erode their sales and stature, I imagine the major newspapers must still be looking down their noses at blogs, like so many rats running around & about their feet, as if they’re some loathsome but regrettably prescient force, to be tolerated for only a short while.

So rather than deal with the bigger issues, the New York Times syndicate rather than innovate:

“Recently the New York Times announced that it will be syndicating content from three well-known blogs, Read/Write Web, Giga Om and Venture Beat. The New York Times is using these blogs as an extra-sensory organ; they can dial into what is happening in the tech sector (and particularly the West Coast with this trio) without allocating a lot of internal resources to it. Smart move.”

Smart move indeed, but with a expensively short shelf life.

Interestingly, the Wall Street Journal had a stab at Social Media, which amounted to something with all the utility and meaning as a chocolate fire guard.

We sort of trust that these big media empires get things like blogging and Social Media. The reality is somewhat different.

Interestingly, in the current economic climate, if the rats are to be the bloggers, then the Titanic is big media’s unsinkable ship.

And the iceberg? Well that would be the most likely institutionalized “stiff organizational resistance” to change, just as Joshua, the author of the O’Reilly article, put it so succinctly…

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By Wayne Smallman

Wayne is the man behind the Blah, Blah! Technology website, and the creator of the Under Cloud, a digital research assistant for journalists and academics.

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