Standing and applauding in my office right now after reading this from Jennifer Brandel at WBEZ in Chicago. It is part of a series from Nieman Journalism Lab, Predictions for Journalism 2014. I’ve written before about Neiman, if you substitute “weather” everywhere is says “news” you can get some pretty good insight and ideas.
The money quote in Jennifer’s post is:
Audience engagement techniques will begin shifting away from the mindset of “What can they do for us?” to “What can we do for them?”
I watched one old media company very carefully for more than a decade. The company has now failed and the reason was a very simple mindset. Management asked, “What can we get them to do that benefits us?, rather than, “What can we do to benefit them?”
Still applauding (making it hard to type…)