Media trends 2010


Media trends 2010 – Editors become Curators, Art directors become Experience Directors…

– In the very near future we will see traditional print based and multi-channel content Editors become Curators. We will also see Art directors evolve to become multi-channel ‘Experience directors’

– editors will routinely, not only create (commission), but also co-create (with consumers) and most importantly curate. They will make ‘sense’ of the ‘information network’ for their communities (brands’ customers).  

– Marketing will become ever more focussed on creating engagement – creating engaging time spent with a customer who has infinite choices and is on an infinitely networked journey

– Engagement it is not about tricking people – it’s about creating a strategy based on why people would want to spend time with (and therefore share your) brand. 

– Marketing will be increasingly about creating conversation between brand and customer – therefore creating conversation between customer and customer  

– This will be achieved via a variety of immersive techniques – e.g. content, interactivity and utilities.

– Technology advances, specifically ubiquitous hi-speed wi-fi broadband, will facilitate seamless visual and interactive communications that connect with core human emotions.

– and finally, remember “achieving the integration of your brand into a conversation between two people in a relevant and meaningful way is the pinnacle of marketing”.


Below is an article by Jeff Jarvis in The Media Guardian which points to how this is already happening in the world of news journalism

In Mumbai, witnesses are writing the news

Jeff Jarvis

The Guardian, Monday December 1 2008

Article history

Moments after the terrorist attacks on Mumbai began last week, Twitter exploded with messages. Prasad Naik, AKA krazyfrog, tweeted: “Firing happening at the Oberoi hotel where my sister works. Faaak!” Next, he reported that she had called and was safe. Then: “What the fuck! I just heard a loud blast! What the fuck is happening in Mumbai?” He was near a taxi blast in suburban Vile Parle. Nine hours later, his sister was home and he tweeted: “She saw piles of bodies. The Oberoi hotel guests. Staff members from her own department. All dead. Right in front of her eyes.”

The witnesses are taking over the news. That will fundamentally change our experience of news, the role of witnesses and participants, the role of journalists and news organisations, and the impact reporting has on events. Mumbai – like the Sichuan earthquake – brought reports from witnesses via Twitter and blogs. Both then appeared on traditional media as online witnesses were quoted and interviewed. The novelist Amit Varma wrote of surviving the attack in a nearby hotel and because of that spoke on CNN. Photos from the scene filled Flickr and showed up on newspaper sites and TV screens.

On all these services, people nearby and then worldwide – not witnesses – had an urgent need to share what they knew. So on Flickr we also saw screenshots from TV screens, and on Twitter we heard repeated news. There was a need to organise all this disorderly information. Wikipedia’s users did a remarkable job of updating its snapshot of current knowledge. Google Maps users annotated the geography of the story. The citizen-powered news sites GroundReport, Global Voices and NowPublic also gathered reports. All this created the need to pursue rumours. The blogging journalism teacher Amy Gahran tried to track down unverified reports that the Indian government had asked tweeters to stop reporting from the scene so as not to inform the terrorists.

These are all journalistic functions – reporting, gathering, organising, verifying – that anyone can now take on. Traditional news organisations will still perform these tasks, but in new ways. posted a front-page notice asking witnesses in Mumbai to send reports. The Guardian, CNN, and other news sites instead curated what was popping up on Twitter, Flickr and elsewhere. In the future, I believe, organising news will be the most important role of news organisations.

At the next huge event, we may see the next step in this rapid evolution of news: witnesses will not only use their phones to broadcast live video. I’ve spoken with engineers at a phone manufacturer working on software to enable assignments to be sent to people at the scene: imagine being able to find who is near a news event, collecting their perspectives, even quizzing them from afar.

The last mass-news story was 9/11, packaged from a distance. The 7/7 attacks on London and the 2004 tsunami then brought the perspective of witnesses via their cameras. The Sichuan earthquake and the Mumbai attacks brought the urgency of Twitter. The next news story will be seen live and at eye level.

Ever since I survived the 9/11 attacks, and later saw the coverage the world saw – smoke spied from rooftops miles away – I have made sure to always have a camera with me, as the view of the story from the ground was so different from that seen on TV. Now I carry a mobile phone that can capture and broadcast text, photos and video immediately. If I’d had that then, the image I would have shared would have been the image I most remember – not of smoke and helicopters, but instead of black tear-tracks on the face of an African-American woman covered in the grey dust of destruction. Such will be our new view of news: urgent, live, direct, emotional, personal.


• Jeff Jarvis blogs at

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