If you want to understand how news will be disseminated in a fully networked world, take a look at this graph from the Monitor110 news service.
The graph illustrates how news precipitates upwards from ordinary blogs, to special interest sites, to A-list blogs, and then to the mainstream media. The graph is a fairly linear evolution of news and this is a valuable for the traders and financial analysts who are Monitor110’s primary customers. But this graph is also important for businesses of all types in understanding the various entry points in the news cycle for publicity and public relations. News can originate at any point along the graph from mainstream media to joe blogger.
While I think services like Monitor110 are valuable, I also think we will see the emergence of the role of professional News Master. A News Master will utilize tools like Monitor110 to keep tabs on things, but she will also tap into other services and information stores as well to keep their internal customers informed. They will be plugged-in and the sole focus of their job will be to make sure that the decision makers in their company are plugged in as well. Technologies like RSS will allow these News Masters to consume and process vast amounts of information in a way that was impossible just a few years ago.
Get ready. A quick read of the Wall Street Journal every morning isn’t cutting it anymore.