Rickety email

DNAinfo is probably getting more attention in death than it did in life, which is no doubt the fundamental cause of its untimely demise.

While the journalism community laments the narrative of the evil billionaire crushing the unionist protagonists, I will share a mundane, prosaic observation that may have more to do with the realities of digital publishing.

I subscribed to several of the micro-local editions of DNA info and Chicagoist. But I didn’t recall seeing them of late. The reason became clear when I checked my junk mail today, where I found 47 collector’s edition emails from the late publisher.

The junk mail graveyard is an excruciatingly tough one to avoid, much like its analog counterpart, but it is a matter of life or death for the corporate persons attempting to make the ad-supported business model work. Pay attention to the nuts and bolts of getting into the real inbox, or join DNA info on the ash heap of publishing history.

But don't stop there. Go where the eyeballs are. Social. Mobile. There are new technologies that enable push notifications sans app downloads--get on them.

In academia, the mantra is publish or perish. In publishing, you can publish and still perish if you don't go where the eyeballs are. Maybe that's why Rickets heard crickets instead of clicks from his subscribers.

NB--There is another way to save DNA and its clones, which is somewhat more controversial. In the interest of maintaining the peace, I will share this with interested parties who message me.