The Drum. No comment. No traffic.


I look at The Drum website everyday. It’s an online creative industry magazine. Agencies publish their press releases and showcase new work and generally talk bullshit to try and drum up business. This in itself isn’t interesting. What’s great is the discussions these stories generate from anonymous people who read the site. In the last couple of days The Drum has relaunched a new site with a ban on anonymous posting. And guess what, there are now no comments on any stories. None at all…

The very reason for reading The Drum has disappeared. It was never about the industry stories, it was about what people thought about the industry’s stories. People like the safety of anonymity, it’s a fun digital behaviour. Not understanding how their readers like to act (or react) online will cost The Drum dear.

Justin Williams

Justin is the Creative Director of D4. He is an internationally experienced designer specialising in the development of brands into digital. Justin thinks everything is interesting.

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