New media gives us the tools. It’s up to us todetermine if it’s worth the effort to learn to programit. We’re constantly weighing the
nancial and timecosts to determine whether it’s in our best interestto adopt a new tool. It is for this reason everyeasy-to-use and cost-ef
cient innovation that shiftscontrol to the user becomes successful (e.g., iPodsand podcasts, RSS technology, TiVo).We have stopped focusing on just the eight-hourwork day. New media causes us to think about all24 hours in the day. It’s blurred the line betweenwork and play. I watch funny YouTube videos inthe of
ce (don’t tell anyone; they already know). Ilisten to informative podcasts during my commute.I play games on my mobile phone while sitting on
The 12 Principles of New Media© 2007, Spark Media Solutions, LLC.
Page 3the john (I confess). I troll for news stories andwrite emails while people are late for meetings.We not only have more choice of content, but wehave more choice in terms of how and when we canconsume and share information.Our time is equally valuable. With the rash of newtools designed to
lter information, consumers tryto choose their content wisely. In turn, producersmust do so as well. When people do choose toconsume your content, be appreciative of it. Theychose to give you their time and attention—twovery valuable commodities. Thank them by givingthem a reason to come back.
Principle #2: We don’t need more choice.We need more TV Guides.
Walk into a room of 1,000 people in which youknow no one but know that there are some keypeople out there, somewhere. Where do you start?How do you start? Do you talk to anyone? With acrowd that large you may become so overwhelmedtrying to locate the right folks that you’d leavetalking to no one. Conversely, walk into a roomof two people—it’s a lot less threatening, easierto choose, and far easier to engage. In fact, nomatter what type of person you are (extrovertedor introverted), you’d probably have no problemintroducing yourself to those two people andengaging in a conversation.We live in a world with plenty of options; lack of options is not the issue. The problem is we don’tknow where to begin, what to look at, or who totalk to. We all need some guidance.Now those two people in the room you just metmay not be your ideal match. But if you talk tothem for a while, they may know someone (or knowsomeone who knows someone) who can better takeyou to the information you need. We’ve all heard the line “Content is king.” Well,what we’re all watching is content. Creating moreof it is not the issue. There’s plenty of great contentout there. We just haven’t had a chance to discoverit. And for that, we need some help.Much of the discovery has been focused throughdeveloping recommendation tools like thosesupplied by Net
ix or Amazon. It’s the holy grail of personalized technology. Who can
nd the perfectcomputer-based algorithm that can facilitateaccurate recommendations for the multitude of different customers and their varied tastes?That solution can work, but people often becomeattached to personalities, real people who offerrecommendations. This relationship worksin reverse where the masses get to know anindividual. You can never create an algorithm strongenough to match the in
uential power of an Oprahbook recommendation. Oprah doesn’t know aboutall her viewers’ intrinsic likes and dislikes, but herviewers know Oprah and they want to hear heropinions.