What CNET could have been |
| CNET lost focus. It lost it’s innovative roots. It should have been insightful enough to see the media landscape transformation and stayed nimble enough to have jumped all over it. That was its business. CNET had amazing talent like Dan Farber, Larry Dignan, Martin LaMonica, Rafe Needleman, Michael Kringsman and Dennis Howlett but blogging was secondary and these folks never got to step out as individual brands. CNET should have handed them a microphone and a web designer. They should have rallied their mountain of assets like video, audio, and images around these talented people. They should have looked at the 36 editors they employed out of 2,700 employees at the company and said, “this is just backwards.” They should have jumped all over social media and used social media rules. |
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Former CMO of CNET takes stock following the sale to CBS. Integration of a company with a very different culture is always difficult. In this case, he points to the acquisition of ZDNet as the catalyst that brought about the demise of CNET’s innovative spirit and strategic compass.
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