Dave Winer: “The Small Picture”

Dave Winer weighs in on the relationship between subscriber numbers (to your blog or website) and actual readership, and why he’s more interested in “the small picture”:

“Ultimately what matters to me is not how many people subscribe to my feed, rather how much of a connection I can make with the people I want to connect with. I’m satisfied that the people I care about read my site.

I’m a blogger not a broadcaster. Blogging isn’t about mass markets, it’s about the small picture. My small picture (and for you, yours). I’m trying to draw a picture, create a frame of reference that’s personal, not corporate. I’m a zig to corporate media’s zag. I am a blogger. I am personal.”

I was a broadcaster for a dozen years. My father for 30+. The company I work for was once all about broadcasting (now less so). It’s a little… unsettling, to realize that I’m no longer a broadcaster.

Dave Winer: “Reform journalism school”

“It’s too late to be training new journalists in the classic mode. Instead, journalism should become a required course, one or two semesters for every graduate. Why? Because journalism like everything else that used to be centralized is in the process of being distributed. In the future, every educated person will be a journalist, as today we are all travel agents and stock brokers. The reporters have been acting as middlemen, connecting sources with readers, who in many cases are sources themselves. As with all middlemen, something is lost in translation, an inefficiency is added. So what we’re doing now, in journalism, as with all other intermediated professions, is decentralizing. So it pays to make an investment now and teach the educated people of the future the basic principles of journalism.”

“Advertising will go poof”

Does it do me (as an advertiser) any good to force someone to watch or listen to a commercial for my product or service, if they don’t want to? I can argue that my commercial is what paid for the free TV show they’re watching so it’s only fair that they watch it. Doesn’t matter. If the ad is about something I don’t care about (most of them)…Tivo fast-forward.

If you can find a way to show me ONLY the ads I care about, I’ll probably watch them. But Dave Winer says the end of advertising (as we know it) lies at the end of that road:

“When they finish the process of better and better targeted advertising, that’s when the whole idea of advertising will go poof, will disappear. If it’s perfectly targeted, it isn’t advertising, it’s information. Information is welcome, advertising is offensive. Who wants to pay to create information that’s discarded? Who wants to pay to be a nuisance? Wouldn’t it be better to pay to get the information to the people who want it? Are you afraid no one wants your information? Then maybe you’d better do some research and make a product that people actually want to know about.”

I think what Winer is saying is that once you get the right information…about the right product (specifically for me)… you won’t HAVE to pay someone to put it in front of me. I will already have made that happen or have facilitated it. I WANT to know more about your product/service. At that point, it’s no longer advertising.

The point he’s trying to make is a subtle one and hard to grasp if you’ve grown up bombarded by radio and TV ads. For better or worse, we won’t have to wait long to find out if he’s right.

The Unconference

How many conferences have you been to where one (or all) of the sessions went something like this:

The moderator gets up and welcomes everyone to the session…provides a brief overview of the session topic…and introduces the panelists. Each of the panelists gets up and does a little presentation which may or may not have anything to do with the stated subject of the session. And, as a bonus, these are often self-serving pitches for the panelists’ company, product or service. Each of the panelists runs over their alloted time so the last guy gets screwed. If there is any time left, the panel fields questions from the audience. Most of these are usually off-topic and self-serving as well.

In recent years, something called an “unconference” has gained some popularity. Dave Winer is a big proponent of this format and they’re employing it at Gnomedex later this month. Dave does a nice job of explaining the concept:

We don’t have speakers, panels or an audience. We do have discussions and sessions, and each session has a discussion leader. Think of the discussion leader as a reporter who is creating a story with quotes from the people in the room. So, instead of having a panel with an audience we just have people. We feel this more accurately reflects what’s going on. It’s not uncommon for the audience at a conference to have more expertise than the people who are speaking. The discussion leader is also the editor, so if he or she feels that a point has been made they must move on to the next point quickly. No droning, no filibusters, no repeating an idea over and over.

Gnomedex 6.0 will be my first “unconference” and I’m looking forward to it.

Everyman Journalism

In a recent interview by Rocketboom, Dave Winer talked about making an introductory course in journalism a requirement for college students.

“Journalism is the new practice for Everyman, it’s what we all will be doing all the time in this new century. As the professional media pulls back, the citizens, you and me, need to fill in and replace every pro with 100 of us, to cover every school board meeting, every planning commission, defense contractor, civic organization. It’s like the Second Amendment for information and ideas. We need a well-informed electorate to make the tough decisions n our future.”

I’m not sure why professional meda would “pull back,” but I like this idea and see no reason why those of us that didn’t go to J-School can’t help cover some events that would otherwise go unreported. During my dozen years at KBOA, I covered every kind of event. Took my little cassette recorder, interviewed folks. Edited the audio. Wrote a little story. Put it on the radio. Could my reports have been more “professional.” Sure. But the listeners to our little station were just happy someone covered the event and reported it.

For my money, we could drop the Algebra requirement and replace it with Journalism 101.