Glow, disco, reflective, safety, sexy!….the belts that prove communication is changing. People are inhabiting different spaces more frequently now and those spaces are where they go for news. And, that’s why good reporters are going there as well.

Maybe it was the belt. Many complain about the belts here, but you have a higher likelihood of being hit by an MRAP than a Mortar.
A study by PR Powerhouse Edelman, found that nearly three-quarters of reporters mine blogs doing research on what’s hot and what’s not before they write stories. And the largest space to data-mine is surely Facebook with their hundreds of millions of users (I too am to blame). But the question arises, when is news not really news?
We’ve had features and news-features in mainstream media before that were never hard news, but what makes news, is it the story or the medium? Apparently today, the medium is much more influential than the story.
Take Dangerroom. Dangerroom is a blog compiled of many gifted writers, some very large names. This national-security-focused online spin-off from Wired’s magazine writes original content and then also compiles information from many sources and often re-purposes them, but with a new slant. They understand their target-market and make headlines thus keeping their readers interested and advertisers paying.
The data-mining news organization, Danger Room, has a brilliant model:
many people (Facebook) + funny/in-depth/conflict = pay dirt
They go where people are and find the story that interests them and their target audience – for example: ”Airmen bomb silly safety belt rule.”
The Danegrroom story was right there in the open, created from a Facebook fan
page of more than 5,000 people that don’t care for the belts and decided to air that online. The fan page now has more than 17,000 followers and has even got senior military leadership issuing statements to reporters and has created a buzz in military forums.
What’s more interesting, is that as seen in the past, the online world is becoming the equivalent to a wire service, albeit not nearly as big as AP or Reuters. This wire feeds more traditional news houses who are grappling with how to continue producing product and making money, like Gannett’s own Air Force Times which ran the same story on their blog. So millions online, and tens of thousands in print, will see the piece.
No one argues with the fact that the belts are useful and needed, it’s just that online media has now created a new way to socially and internationally share personal thoughts and beliefs about a subject and to a military, that can be beneficial and dangerous.
It’s only fitting that Wired’s “Patron Saint,” Marshall McLuhan, and his model of communication is actually paying out for Dangerroom and similar blogs. It appears that the Wired-McLuhan-Model is actually working. So why is it that a seemingly nothing story on a Facebook’s page on disco belts can create such a fever, but a real news story can have no traction at all?