While it isn’t unusual to see press releases or even a company blog on some firms’ websites, Intel has created an editorial team separate from this newsroom to run the site freepress.intel.com, reports Memeburn.
Why have they taken this step?
With all the changes happening in media, journalists are having to cover a lot of beats and they don’t have the time to do in-depth reporting on Intel, or much in-depth reporting at all. It is frustrating because there are some great stories within Intel that aren’t being told.
We know we have the expertise in-house to report on these stories so we thought “why not do it ourselves?” We have people on Intel’s communications team that are former journalists so we put together a team, that includes us and one or two others, to try and tell these stories.
Our communications team, for good or bad, is very focused on product launches. But there are so many other stories to tell. Intel is a very large company with many interesting projects, and people.
All reasons that suggest we’ll be seeing a lot more of this type of venture in the future.
If you were running the New York Times, what would you do?
[Andreessen] Shut off the print edition right now. You’ve got to play offence. You’ve got to do what Intel did in ’85 when it was getting killed by the Japanese in memory chips, which was its dominant business. And it famously killed the business – shut it off and focused on its much smaller business, microprocessors, because that was going to be the market of the future. And the minute Intel got out of playing defence and into playing offence, its future was secure. The newspaper companies have to do exactly the same thing.
The financial markets have discounted forward to the terminal conclusion for newspapers, which is basically bankruptcy. So at this point, if you’re one of these major newspapers and you shut off the printing press, your stock price would probably go up, despite the fact that you would lose 90 per cent of your revenue. Then you play offence. And guess what? You’re an internet company.