DISQUS

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http://www.martinstabe.com/blog
Original page
http://www.martinstabe.com/blog/2007/03/25/a-different-online-strategy-lag-behind-deliberately/
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Kevin Anderson · 2 years ago

Martin, there is a strategy and then there is the appearance of a strategy. That is to say most often digital immigrants confuse tools with behaviours. The question isn't whether newspapers should blog but what makes blogging compelling. I've heard that a major UK newspaper's stategy when it comes to blogging is 'to attract a younger demographic'. That's not strategic thinking, and it will fail.

Everyone is chasing video because of YouTube without really understanding why YouTube is compelling. It's not because it's video, I can tell you that. Now, newspapers also seem to like video because advertisers like video. Well, that makes some economic sense. Are advertisers digging video because of YouTube? I don't know. But neither the advertisers nor newspapers will succeed if they think that YouTube's popularity is about video (or about piracy).