So I went to a semi-formal dance yesterday at the Pantages Hotel. I left the crowded third-floor dance area to go sit in the fireside lounge near the lobby, and while I was there a miscreant-looking tattooed group was escorted in. I didn't want to be in their way, and I had my own party upstairs, so I stood to leave. The hotel employee who'd escorted them in said it was okay if I stayed, but I said I was just going back upstairs. As the elevator doors were closing, he stuck his hand in to open them, then leaned in and told me (in a way that announced to the whole elevator) that he was sorry and didn't mean to interrupt me, but Tommy Lee wanted to sit in the lounge.
Then he left.
The other people in the elevator stared at each other in silence for about 2 seconds, then someone asked "What did he just say?" in a way that meant she knew exactly what was said, she just wanted to hear it from someone else. Within five minutes of my leaving the elevator, people were rushing for the elevator, while others ran around screaming "Tommy Lee! Tommy Lee!"
I don't care about celebrities, so I didn't even know who the group that came into the lounge was, but seeing everyone's reaction in such a short time really made me think about the way news spreads.
On September 11, 2001, at around 9:30 a.m., my OAC english teacher walked into our Writer's Craft class and said, "You all won't believe this, but a plane has crashed into the World Trade Centre in New York." He was met with an almost uniform "We know" from the class. We not only knew, we'd been discussing it while we waited for class to start.
Whether it's about a celebrity or a significant world event, people like to talk. And they like to talk about what matters to them. People have a desire for information -- new information, more information. We discuss things to gain new insight, to learn new developments, to know. And it isn't enough to just talk over the fence with your neighbour. We go down to the coffee shop, the bar, church, the community centre -- we link with complete strangers who also want to discuss news. And now, even that isn't enough. We go to online forums, congregate in a virtual space around global events that don't have anything to do with us. We have deep discussions with people we will likely never meet, all because we want to know.
So whose job is it, if not ours, to provide a medium for these discussions? Our charge, after all, is to give the public news.
There's constant talk of "the changing audience," "people's new desires," and "different expectations of the media." Well, let me give you some news. People have always been this way. The Internet has just provided a means for us to do this on a scale that's threatening the media's business model. Really, bringing people together to discuss things should always have been a responsibility of the news industry. Someone should have realized the Internet's potential years ago, and this should be as natural as reading the morning paper by now.
But even now as we have the chance to fix that, everyone's slow to start. Most news sites still have no room for their readers to discuss articles, and it's hurting them.
Let's resolve to fix this. It may be two months past, but considering how slow things have been to implement, I think that's okay.
1. "I will discuss more, talk less."
2. "I will dare to wiki."
3. "I will be more interactive."
4. "I will seek out 'citizen advertisers.'"
5. "I will learn to turn free classifieds into money."
6. "I will publish where the young people are."
7. "I will devise a better Web site registration scheme."
8. "I will become a podcast god."
9. "I will not become complacent; I will remain alert."
If you want to keep your audience, cater to their needs. Take a little responsibility.
Give them somewhere to scream about Tommy Lee.