Attention broadcasters and all other video creators

I’m going to be a broken record on this, so get used to it. We simply must cease using publishing terms in referencing our efforts on the web.

    We don’t make pages; we make shows.
  • We don’t distribute by publication; we distribute by channel (think Motherload, Overdrive, Innertube, etc.).
  • We are not publishers; we are producers.
  • We sell spots; not banners, leaderboards, skyscrapers, boxes or other print ad concepts.
  • We don’t count users; we count viewers.
  • Our advertising doesn’t surround content; it’s a part of it.
The web belongs to us as much as it does the print industry, and we’re hurting ourselves by embracing their terms instead of ours. While it’s true that the web was birthed in print terms, that was due to the fact that text was the driver. I don’t think that’s necessarily true anymore, so let’s drop their terms and use our own.


  1. invitedmedia says

    my hope is that as the web moves from text to video due to these increased bandwidths that we do not lose sight of the fact that these world wide web channels can be a radio, a newspaper and a tv all-in-one.

    there are times i cannot look at video because i am doing something else, so a good storyteller like you find on npr will do just fine, there are times when i like to sit down and read vs. “watch” a story.
    and there are times when a picture tells a story best.

    the winning web channels might ultimately be a hybrid of text , audio and video.

    or would that just give the people formerly known as the audience too much control???

  2. I agree wth invitemedia. Don’t make the mistake of confining a medium to a technology. The best websites are something new altogether.

    And in regards to vocabulary, when have we ever had control over the evolution of our lexicon? We still dial telephones, we blog, we *shudder* vlog, we count hits, and there’s not much we can do about it.

  3. thedetroitchannel (aka invitedmedia) says

    ben, i have been using the term “web channel” as an alternative to web“site” for the last several months.

    just recently i ran into a couple local guys who are about as successful in building and hosting small business web“sites” as you’ll find.

    i found that every time i employed the vernacular their heads leaned to one side like your pooch does when confronted with something they don’t quite understand.

    it worked for pavlov — it’ll work here.

  4. The words will not change unless there is a significant need to make a change. The difference between “banner” and “spot” isn’t enough that anyone is likely to adopt a new word. Why bother?

    Getting caught up in words detracts from solving the real, important issues facing the journalism industry.

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