Your audience is the former audience

If you’re wondering why social media is important, here’s a good place to start:

When I talk to people about citizen journalism and other kinds of participatory media, often people who are above the age of 40 or who are print or broadcast media veterans contend, “Well, most people don’t care about participatory media, so it doesn’t matter. You’re talking about a very small world.”

…To which I generally respond, “Well, ‘most people’ would rather watch Wheel of Fortune or Days of Our Lives than World News Tonight. But then, quality journalism is rarely intended for indiscriminate, lowest-common-denominator audiences. Participatory media matters because it’s where the most influential part of the mainstream media’s audience is increasingly turning, now and in the near future. And the news business does — and should — should care very much about the influence it wields, directly and indirectly.”

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