Interviews with Digital Media Thought Leaders
Internet Eclipses the Printing Press
Podcast Video | Posted by Phil Leigh on April 9, 2008
The Internet is a more important invention than the printing press because of its (1) frictionless publishing, (2) interactivity, and (3) multimedia characteristics.
First, on the Net anyone can become a publisher. While this gives a soapbox to the brilliant, as well as the lunatic fringe, we learn to ignore the latter much like we do spam. For example, at Amazon.com we quickly identify patron reviewers who signify nothing with their ravings of sound and fury. Instead we focus on those who thoughtfully craft reviews that would otherwise never see the light of day.
Second, the Internet is interactive and collaborative. People of similar interests can congregate regardless of their physical location. For example, at social networks such as MySpace, FaceBook, and Linked-In community members live inside their computers as much as they do in the terrestrial World. While those of us with gray hair might condemn the bimodal experience, consider that our ancestors likely had a similar reaction to the telephone or the television, both of which are routine to us today.
As for collaboration, consider that the Wikipedia obsoletes other encyclopedias which can never compete with the Infinite mind of the Internet. Finally, Internet interactivity is the raison d’être behind the success of Amazon.comand other online merchants.
Third, since the Internet is multimedia publishers are not limited to text, but can use graphics, audio, animation, and video as well. Future history students will watch videos on-demand about events they might otherwise merely have only read about in a text. From 9/11 onward, momentous historical events are likely to be perpetually available on video servers at the websites of major newspapers and other repositories.
Implications for Business
When I became an Internet stock analyst a dozen years ago my employer did not routinely provide Internet access or maintain a website. Despite having an advanced digital phone system, the company had to install an analogue line my office thereby providing a meager dial-up connection. Although they have since become essential, in those days many companies did not have websites.
Today circumstances are at a similar transcendent point. Specifically, business will increasingly discover a competitive need for corporate blogs and video-enriched websites. Blogging shall engage customers and prospects in direct dialogs whereas video will enhance communications beyond the printed text, just as television augmented newspapers.
The New York Times is a good example of successful adaptation. Readers of the online edition may post comments to many articles. Each commenter must register with the website thereby establishing a direct tie between the Times and the reader. In one recent example, a controversial article about John McCain and an attractive lady lobbyist generated thousands of posts from readers. Additionally, about 50 Times reporters have their own blogs within the newspaper’s domain.
Aside from engaging its readers via comments to blogs and articles, the Times creates huge volumes on proprietary video. As a result the newspaper is gradually building an audience who visit the website for the videos as much as the text.
How You Can Adapt
Your company can start blogging and video-enriching its website for surprisingly little cost. Increasingly WordPress is the platform of choice. It is becoming the “MP3 of blogging” used by websites ranging from Inside Digital Media to the New York Times. One reason is that it optimizes search engine results. For example, Inside Digital Media normally ranks among the top sites in a Google search for “Digital Media”. Finally, WordPress is compatible with video and audio podcasting, so it can be used to bring video and audio to your website.
How We Can Help You
We can set-up a WordPress blog for you as either an integral part of your company’s website, or a separate location. The platform is suitable for any combination of text, webcasts, and audio & video podcasting. Contact Phil Leigh {pleigh1(at)tampabay.com} at 813-837-3631 for further information.
Categories: Podcast Video
Tags: Amazon.com, digital media, Facebook, Internet Media, Internet video, Linked In, MySpace, New York Times, Phil Leigh, Printing Press, Video Blogging, Wikipedia
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