New Tools, New Times.

Its been about a year since I last posted here. No time like the present to begin anew. Hey, what is ‘green’ blogging, if I cannot recycle the one I already have?!

This has been an eventful year, to say the least. My time working in the search and discovery for music space continues to provide amazing experiences, contacts, learning and challenges.

With global economic scandal, oil prices soaring and then dropping, jobs being created and then lost, and then still crazy innovation in the technology community, its hard to know what to believe or trust.

One thing I do count on is that every once in awhile there arrives a new tool or company that really wows me. This time its Apture. Started by Valley entrepreneur, Tristan Harris, Apture will likely change publishing significantly, if not transform it wholly. This web publishing tool brings a deeper, richer more involved experience to light – flat text links be gone! Inherent to Apture’s key functionality is a level of engagement that is hard to explain. It must be seen and felt.

As media outlets move more and more away from the print and join the thousands of large and small publishers among the Internet editorial community, we increasingly need a standard for citation, reference points, and accountability. In the ‘old’ days, there were these people call ‘fact checkers’. We’d get a phone call from a newsroom associate editor, making sure that the facts called out in a given story were accurate.

Now, with no system of checks and balances, its the wild, wild west in the Blogosphere. We have made it harder for individuals seeking information to know exactly WHERE a source may be from, or how many other writers have cited a source. The reason the Web is revolutionary is that it is multi-dimensional. So, why are we treating it like a newspaper when its more like galaxy?

Apture is a post-publishing tool that will serve writers, media conglomerates and readers equally, breathing new life into an old medium. It is available for the following platforms: WordPress.org, Blogger, Blogsome, Drupal, Movable Type, Ning, Squarespace, Tumblr, Typepad, Wikispaces, WordPress.org, Expression Engine and more soon. Check it out: www.apture.com

-LA