Tech titans will find that "sales" won't transform journalism -- fellowship will.
In The New York Times, the Media Equation columnist David Carr nicely sums up the move of technology titans into the world of journalism: "For all their differences, the news and technology businesses share a kind of utopianism, an idealistic belief that the work of human hands can make life better for other humans."
Truth. But the levers of commerce that deliver for journalism are the intangibles that deliver fellowship to community life. Although tech titans like Amazon's Jeff Bezos and eBay's Pierre Omidyar deal in intangibles every day, they still have lots to discover about how information moves a community.