Where investigative journalism should go next

“Our goal is to be the best music magazine in the world, not the biggest,” said Matt Frampton, Pitchfork’s vp of sales. “We want to reach a specific breed of die-hard music fans, and there aren’t 100 million of those in the U.S. We’re not interested in the pageview or SEO games; for us, it’s about reaveching and really engaging a relatively small group of passionate people.”  Matt Frampton, Pitchfork’s magazine’s VP of Sales, quoted in Pitchfork Opts Out of the Pageview Rat Race, Digiday.

I’d never heard of Pitchfork before reading that piece on Mediagazer today. I’m not a die-hard music fan so I probably won’t read it either. Still, I like their style.

The web has been amazing for journalism; there can be no denying that. Yet the faster the information flow becomes, the more it seems we lose a little bit of what makes journalism special: the ability to interrogate narratives to get to the real truth. Continue reading

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