In my experience as a journalist (a while back) its amazing to find out how much newspapers rely on PR wire services and direct contact with spokespeople. There is one paradigm shift that can impact newspapers massively in this regard. Blogs that cover news (and blog owners that are finding alternative uses for their on line properties) get ever more dominant.
Small businesses that don't have much money to spend on marketing and advertising can really benefit from "free" advertising techniques (stuff like this). Large enterprises have usually only succesfully ridden free campaign waves when they had already been in place (e.g. diet coke and mentos). Its much more difficult than it seems.
Slashdot Mirror
In my experience as a journalist (a while back) its amazing to find out how much newspapers rely on PR wire services and direct contact with spokespeople. There is one paradigm shift that can impact newspapers massively in this regard. Blogs that cover news (and blog owners that are finding alternative uses for their on line properties) get ever more dominant.
Small businesses that don't have much money to spend on marketing and advertising can really benefit from "free" advertising techniques (stuff like this). Large enterprises have usually only succesfully ridden free campaign waves when they had already been in place (e.g. diet coke and mentos). Its much more difficult than it seems.