When you have sales guys (they are mostly guys) in charge, decisions will reflect their usual approach, which is to maximize their personal gains as quickly as possible, cash in their bonus checks, and then move on to another outfit desperate enough to let them do it all again. This won’t work in an industry in need of the focus, foresight, and boldness that brings about transformational change. Sadly, the media establishment’s attitude appears to track more with our politicians’ thinking on climate change. They tell themselves, “I’ll be dead before the bad stuff happens.”
Whether its sharing content on Facebook or the importance of SEO for Google, media companies are consistently slow (and bumbling) on the uptake when it comes to technology. I remember when Digg was the pretty young thing. After it had helped boost the fortunes of the likes of my old blog or Michael Arrington’s blog, big media executives discovered that they could juice up their pageviews and arbitrage those free views with cheap display advertising. This was the wrong lesson.
If they had been paying proper attention, instead of focusing on pageviews, media executives would have noticed Digg’s social impact — how it was, as I like to say, putting the “me” in media. Social was not about ads it was about getting to know your readers, creating personalized experiences and building deeper, meaningful bonds, which went beyond just a means for creating clicks and advertising dollars. Technology companies, soulless and greedy as they might be, got it. And so, they were the ones to capitalize on social and become the primary gatekeepers of information.

Source: Media’s Blame Game – On my Om