We’ll have to learn a thousand hard lessons, most of them centered around the idea that if you want to make something really great, you can’t think about making it great for everyone. You have to make it great for someone. A lot of people, but not every person.
Your problem is that you make shit. A lot of shit. Cheap shit. And no one cares about you or your cheap shit. And an increasingly aware, connected, and mutable audience is onto your cheap shit. They don’t want your cheap shit. They want the good shit. And they will go to find it somewhere. Hell, they’ll even pay for it.
Another thing worth noting is that when I was teaching the first course of “Audience and Engagement” three years ago at Columbia Journalism School, we had an Audience and Engagement project at the Met. We’re thinking about audience and engagement and journalists are thinking about audience and engagement. There was a time when journalists were just producing content. Now you have to engage your audience. Before there was a whole mechanism in the news business that helped you take your story and amplify it. Today, you have to bring your own audience and that is why Audience and Engagement is now taught at Columbia Journalism School.