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Title : Letters to a publisher II: Treat your readers with respect
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Letters to a publisher II: Treat your readers with respect

How should a media executive manage the business during a time of disruptive technological change? Alfonso Nieto attempted to answer that question in his book "Letters to a newspaper publisher," written in 1987 when newsrooms in Spain were moving from typewriters to computers. His comments have acute relevance today.

Alfonso Nieto, photo by Universidad de Navarra

In this letter to a fictitious newspaper publisher, which he titled "The dwarf and the giant", Alfonso Nieto criticized media owners, managers, and journalists for failing to take into account the problems and the needs of their readers. Nieto saw the media industry as arrogant, looking down on the public and their viewpoints.

Beyond that, the media viewed their audiences as merely market segments to be lumped into groups based on age, gender, income, occupation, or other attributes that they could monetize. 

The arrogance

The media used a language, he believed, that emphasized their superior education and social position rather than trying to create a more intimate connection with their readers. This could very well describe the traditional media today, which have been losing readers and TV viewers because they focus much of their attention on the conflicts among political parties rather than finding solutions.
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