Web Strategy Micksup

Media Site Dead Ends

Originally uploaded by bigmick

I was talking the other day about applications that are dead ends. Media sites are the most frustrating for me. They still just don’t get that they are now the end point. They are not the final destination.

Even the ABC, Australia’s government funded, no advertising media outlet who generally does a good job has dead ends. When Kevin Rudd said sorry, all the other media outlets gave a text story but didn’t link to the actual video (or not clearly) but the ABC did.

Now here was an article I saw as an ad in Gmail which begs a link to the FIFA rankings site. But it’s just the text. No link. Such a waste. And I’d definitely use a news service more if they linked out.

I don’t think it’s completely about having a walled garden. It’s their CMS that don’t allow for URLS, pictures, videos.

Some of the USA ones are doing a better job, but with WSJ still a non-deep linking site, there is clearly a ways to go.

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