Death to the Mass — Whither news? — ©Medium
In mass media, we have debated for generations whether content or distribution is king. Turns out neither is. There is no king. Instead, the kingdom is ruled by the relationships among its citizens.
Relationships, of course, fuel Facebook’s empire as it connects people with each other. Relationships inform Google as it uses what it knows about each of us to deliver greater relevance in everything from search results to email prioritization to maps. Each of these giants knows every one of us as an individual. Each is a personal services company.
Not the news business. We still treat the public we serve as a mass, all the same, delivering a one-way, one-size-fits-all product that we fill with a commodity we call content. What has died thanks to the abundance and choice the internet enables is not print or newsstands, longform or broadcast. What has died is the mass-media business model — injuring, perhaps mortally, a host of institutions it symbiotically supported: publishing, broadcasting, mass marketing, mass production, political parties, possibly even our notion of a nation. We are coming at last to the end of the Gutenberg Age.