News Analysis: Along with his company's talent for creating great products, the media created the image of the Steve Jobs we came to know in the last decade of his life.
a well-researched and wonderfully written story on the role of the media in the
making of Apple and its CEO Steve Jobs,
Paul Farhi of the Washington Post
suggests that it was the media over the years that ultimately put Jobs into the
center of his own creation at Apple.
suggests that the technology reporters over the years were, in many cases, the
primary vehicle through which Jobs and Apple
became the household names they are today. He asserts it was reporters and
technology writers who were the original fanboys and fangirls, and that
adulation of all things Jobs may have played a major role in making Apple and
its products image of being
better than the rest and just plain cool.
may well be right. Initially, of course, those of us who write about technology
liked Apple because the company was doing things that made news. While they may
have used a similar processor to other computers of the time, Apple seemed to
make things work better, so they were more fun to write about. They had
color and, eventually, they had sound that was more than just beeps. They had
cool software. When we looked at Apple there was always a story.
equally important, in the early days Steve Jobs was reasonably accessible. If
he thought you were going to give him and Apple a good story he'd happily talk
to you about all sorts of things. And, of course, we'd all go write about what
he said would happen. Contrast this with the other powerhouses of the day, and
Jobs was a breath of fresh air. Getting an interview out of IBM meant either
talking to a midlevel engineer with no access to future direction or getting
blown off by the senior level executives.
Gates at Microsoft was also highly accessible until the later years, when he
had become a gazillionaire and wasn't really running Microsoft anyway. Today's
leaders of Microsoft don't talk to the press directly and rarely answer
questions at press conferences. Perhaps this explains why Microsoft isn't a darling
to the media-it's hard to talk to them, especially these days
Jobs was accessible, at least to journalists he liked. Walt Mossberg of The Wall Street Journal would get called
at home by Jobs to be told about whatever was new. Mossberg, in turn, would
write rich, detailed pieces about Apple and Jobs. While few were as favored as
Mossberg, many in the media were smiled upon by the Great Man, and got their
stories. They appreciated his attention, and that helped to build his
reputation. It sometimes got to be a contest.
the late '90s and early 2000s, it was very common to sit in a story meeting and
hear one story pitch after another in which one reporter or another wanted to
write something about Apple.
Wayne Rash is a Senior Analyst for eWEEK Labs and runs the magazine's Washington Bureau. Prior to joining eWEEK as a Senior Writer on wireless technology, he was a Senior Contributing Editor and previously a Senior Analyst in the InfoWorld Test Center. He was also a reviewer for Federal Computer Week and Information Security Magazine. Previously, he ran the reviews and events departments at CMP's InternetWeek.
He is a retired naval officer, a former principal at American Management Systems and a long-time columnist for Byte Magazine. He is a regular contributor to Plane & Pilot Magazine and The Washington Post.