Jeff Jarvis writes:
I know thats counterintuitive and counter everything weve assumed about mass media. But today what matters is reaching the right people by the right means. That has always been the case. Only now, thanks to connected, collaborative media, its finally possible.
Ill pull together a lot of links around this topic below. But most of them are still trying to measure mass: the new pageview, the
new audience count, the new click. I say the change were facing is much bigger than just the obsolescence of the pageview, much more fundamental: Size doesnt matter. Relevance, credibility, and attraction do.
Instead of measuring quantity, we have to measure quality. And only when we do that will the true value of these new media be unlocked for everyone.