El nombre del juego: apertura

"Openess", o apertura, es el nuevo evangelio de los expertos en medios, con base en las ventajas que muchos medios de comunicación obtienen de abrir sus procesos, espacios y plataformas a sus usuarios. Dice Dwayne Spradlin, CEO de InnoCentive, en entrevista con el Online Journalism Blog:

"When news organizations find an interactive approach that involves community, protects the public trust, adjusts to the new economic realities, and embraces the concept of “open,” we’ll all be better for it. Thus, news organizations need to reinvent themselves."

"They need to adapt to a more open strategy that will be able to uncover new opportunities to engage with their audiences and find new sources of revenue. If you look at typical online advertising today, you can’t help but think that there is a vast untapped opportunity for something fundamentally different."