As I fight with FedEx ...

Good to see that Edward Cosette is also a Jungian. Even better to see that he's looking at an issue that I'm dealing with ... the re-sorting of media. As a member of BP (the closest thing the net has to an established entity) and a blogger, I find it curious. I wonder how teams will manage their web presences, probably the biggest problem from the MLB consolidation of sites. Schilling is just the first big name guy to have it come public. I've had contact with more than a few players online and like SOSH the first thing you have to do is confirm the identity.

On Ed's discussion of the role of media, the biggest (and only) thing he left out is trust and THAT is what i think the key will be. Let's use Gammons as our proxy for this. Some people, myself included, understand what he does and worship his amazing reports. Yes, he'll have some typos and some of the info he's being given won't check out fully (things change, people!). Others trample him for some of the things he says. You either trust him or you don't. It's the same with anyone ... and I use the word "trust" as shorthand here. You might read someone because you like their writing style rather than their information. (Chris Kahrl is a great example - I'll read TA to learn new words and just watch the work despite being uninterested in the minutae of rosters.) Trust does not have a format - newspaper, TV, blog, web site, guy at the water cooler.

What we have is not a sea change for the consumer. They just have more options now. For the few previous broad options, they're going to have to adjust quickly to the role of either being trusted or not. If they are, is their opinion worth paying 50 cents or seeing ads or whatever? If they aren't, is McDonalds hiring?