|By Shelly Palmer||
|February 11, 2013 04:00 PM EST||
“There’s a dialogue out there and you’re either in it or you’re not.”
– Herb Schmertz (Mobil circa 1970)
Technology advancements, new apps, ubiquitous software and the mobilization of computing have driven the democratization of information beyond boundaries that have existed since Gutenberg cast his first type. Nowhere are the turf battles colliding more quickly, albeit with little fanfare, than at the intersection of brand and journalism.
“Brand” and “journalism” have each faced an identity crisis brought on by innovative technologies and the globalization of communication. Brand was once just a set of tools used to create a visual identity in the marketplace. Now, brands reflect humanizing characteristics that inform the business strategies, product development, and hiring practices of savvy companies. Conversely, journalism is fighting to maintain a viable role in disseminating investigative news against a wild-west frontier of digital publishing and social media.
The fundamental change in both venerable concepts has been the full-on recognition that “content” is king and that dialogue shapes and delivers the content. Editing, research and segmentation have given way to opinion, conversation and aggregation. And that switch, driven by touch screens and a 24×7 world, has lowered the barriers of entry and blurred the lines across both fields for industry and the public alike.
“Welcome to the emerging world of brand journalism — marketers using the tools of digital publishing and social media to speak directly to consumers. The advertising industry commonly refers to it as content marketing, brands disintermediating news professionals by writing and distributing thought leadership content. It’s one of the most quietly talked about areas in the media industry today, ultimately destined to shake up 100 years of journalism.”
– Lewis DVorkin, Forbes
Purists, looking to respect hard-won journalistic principles, worry that the co-mingling will result in an accelerated march to the lowest common denominator. The resigned public suspects that media has already been gagged by corporate owned news outlets… which may explain why this issue isn’t generating public interest. I don’t know if brands recognize this dimension of journalism has the potential to alienate customers, users and readers directly impacting products, services and revenue streams.
“Brand journalism” doesn’t exist. It’s a contradiction. It’s either marketing or journalism.
Futurists, emboldened by cheap platforms that amplify the growing cacophony from the Internets, position this blending as the inevitable next step for both brand and journalism. They argue that organizations can, and should, provide information, facts and even news, regarding their brand. And they believe that journalists must adapt or risk being displaced (a reality not a threat).
Soon there will be list of “content marketers to watch in journalism.” And some of those content marketers will be on that list because they have proven themselves to be investigative reporters.
The issue isn’t that this is happening. The challenge is that it is happening without open dialogue or rigorous debate. We haven’t openly acknowledged that we are melding two interests with very different agendas. We should not allow brands or journalists to determine their conjoined fate, as the consequences have the potential to significantly impact us culturally.
“The media has been in transition for a while. There is only going to be more content produced by other sources. I’m not saying we’re the Wall Street Journal or the New York Times. We’re producing content that we care about.”
– John Earhardt, CISCO
There is a “dialogue out there” and you had better get in it. If you “care about” it.
In their session at 17th Cloud Expo, Hal Schwartz, CEO of Secure Infrastructure & Services (SIAS), and Chuck Paolillo, CTO of Secure Infrastructure & Services (SIAS), provide a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. In his role as CEO of Secure Infrastructure & Services (SIAS), Hal Schwartz provides leadership and direction for the company.
Aug. 4, 2015 06:45 PM EDT Reads: 241
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. In his session at 15th Cloud Expo, Michael Meiner, an Engineering Director at Oracle, Corporation, analyzed a range of cloud offerings (IaaS, PaaS, SaaS) and discussed the benefits/challenges of migrating to each offe...
Aug. 4, 2015 06:45 PM EDT Reads: 220
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Aug. 4, 2015 05:30 PM EDT
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his session at 17th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Partnerships at Com...
Aug. 4, 2015 05:00 PM EDT Reads: 111
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Aug. 4, 2015 03:00 PM EDT Reads: 574
Scrum Alliance has announced the release of its 2015 State of Scrum Report. Almost 5,000 individuals and companies worldwide participated in this year's survey. Most organizations in the market today are still leading and managing under an Industrial Age model. Not only is the speed of change growing exponentially, Agile and Scrum frameworks are showing companies how to draw on the full talents and capabilities of those doing the work in order to continue innovating for success.
Aug. 4, 2015 02:45 PM EDT
SYS-CON Events announced today that MobiDev, a software development company, will exhibit at the 17th International Cloud Expo®, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software development company with representative offices in Atlanta (US), Sheffield (UK) and Würzburg (Germany); and development centers in Ukraine. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobi...
Aug. 4, 2015 02:00 PM EDT Reads: 394
Between the compelling mockups and specs produced by your analysts and designers, and the resulting application built by your developers, there is a gulf where projects fail, costs spiral out of control, and applications fall short of requirements. In his session at @DevOpsSummit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, presented a new approach where business and development users collaborate – each using tools appropriate to their goals and expertise – to build mocku...
Aug. 4, 2015 01:30 PM EDT Reads: 104
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
Aug. 4, 2015 01:00 PM EDT Reads: 295
SYS-CON Events announced today that VividCortex, the monitoring solution for the modern data system, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. The database is the heart of most applications, but it’s also the part that’s hardest to scale, monitor, and optimize even as it’s growing 50% year over year. VividCortex is the first unified suite of database monitoring tools specifically desi...
Aug. 4, 2015 12:00 PM EDT Reads: 116
Graylog, Inc., has added the capability to collect, centralize and analyze application container logs from within Docker. The Graylog logging driver for Docker addresses the challenges of extracting intelligence from within Docker containers, where most workloads are dynamic and log data is not persisted or stored. Using Graylog, DevOps and IT Ops teams can pinpoint the root cause of problems to deliver new applications faster and minimize downtime.
Aug. 4, 2015 11:45 AM EDT
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
Aug. 4, 2015 11:30 AM EDT Reads: 122
Learn how you can use the CoSN SEND II Decision Tree for Education Technology to make sure that your K–12 technology initiatives create a more engaging learning experience that empowers students, teachers, and administrators alike.
Aug. 4, 2015 09:30 AM EDT Reads: 120
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
Aug. 4, 2015 08:45 AM EDT Reads: 265
In a recent research, analyst firm IDC found that the average cost of a critical application failure is $500,000 to $1 million per hour and the average total cost of unplanned application downtime is $1.25 billion to $2.5 billion per year for Fortune 1000 companies. In addition to the findings on the cost of the downtime, the research also highlighted best practices for development, testing, application support, infrastructure, and operations teams.
Aug. 4, 2015 07:00 AM EDT Reads: 229