
RICHARD BURTON, estranged brother of
Tim (my mind is a turgid melange of original and fresh thoughts. Via my bulging wad I will pour them forth into the cinematic cauldron, gaining legitimacy from Donny Jepp and Belena Conham Harter) Burton, made his merry way to our friend Birt's
Acre.
The (embittered?) ex-editor of the Telegraph's pioneering
online service gave an interesting insight into the workings of this new-media meat market. Most interesting to me as an avid fan of the feline companion was his comparison of the new media reader to the
Cat and the print (newspaper primarily) reader to the Dog.
His point was that Newspaper readers become loyal to a trusted brand like a Dog is (apparently) loyal to its master/mistress, or whatever PC luddites require me to say. A newspaper is a man/womans' best friend and he/she will stick by it to the bitter end. The new media reader, on the other hand, lazily flits from page to page 'imprinting' whichever news site provides them with the most arresting content, appearance and service, like a cat purring for whoever feeds it.
I naturally felt drawn to the new media reader (I think I have sufficiently rinsed that piece of literary niceness and so will attempt not to use it again) due to my adoration for all things four-legged, furry and feline (no disrespect to disabled cats with fewer legs, but I simply like them less) . Burton's point is apt. We must as journalists of the electronic age be conscious of the fickle readership and endeavour to grab them and hold them for as long as possible with concise yet interesting writing, well structured and easily navigable layouts and as much peripheral 'novelty' and access points as possible. More and more people want to be spoon fed, and then be able to freely critique the feeding, like if you left a pad and paper next to a cat's saucer for it to leave feedback after it's meal.
Not that it would have the capacity to do so, as:
- it would be too lazy, and:
- I'm almost certain it wouldn't possess the necessary physical attributes. Although, that said point 1 might just be so apparent, that cats have yet to show us their full potential simply because they can't be bothered. Hmmm, that's a thinker.
I'd like to think we can change our online audience with good writing, and command their attention and loyalty but reality seems to be saying otherwise. Maybe in the future as Newspapers die and the internet becomes more and more powerful, brand will come into the equation and beautiful, flippant, strong-willed cats will become slobbering, mindless, blindly loyal dogs.