Web 2.0? How about first Web 1.0?

Today in Ad Age, Steve Rubell of Edelman’s Me2Revolution public relations practice and Micropersuation, takes newspapers to task for not adopting ‘Web 2.0’ collaboratation techniques. To thrive in the future, the newspaper will need to use the web to turn itself into a 2.0 platform where readers and advertisers working together (not journalists) create most of the value. Well, I’m still waiting for newspapers to adopt ‘Web 1.0’ techniques such as using hyperlinks within news stories. If bloggers, teenagers on MySpace, scientists, sports fanatics, pornographers, hobbyists and others who publish websites can embed hyperlinks in what they write, why can’t […]