Journalists Who Don't Get The Internet

Adam Tinworth
Adam Tinworth

I was browsing my RSS feeds this morning, and I spotted a story about Microsoft’s new 3D Virtual Earth. “Ah-ha,” I thought, “I spotted that on Sky News last night and it looked interesting.”

So, I clicked on the link, read the story, and then looked for a link through to the service itself.

And there wasn’t one.

This is really shoddy. As a journalist, you should always be thinking about what your readers want. If you’re not providing them with a blindingly obvious through link, you’re not. What makes this more insulting is that there are link to other stories that the title has published on the topic, and to social bookmarking sites, so you can promote the story for the title, but not through to the subject of the story.

A very poor show from a technology-focused title. You can find Virtual Earth here.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.