The B2B world has always relied on the objectivity of trade magazines and their editors. Professional trade journalists that have always represented their readers, sorted through the commercial pitches of marketers looking for subjects of interest and solutions that help solve the problems that the readers face on a daily basis. It is a system that keeps agendas in check. Survey results I recently saw got me thinking about this system’s future.

A We Media-Zogby Interactive survey released earlier this year indicates that:

• 72% of adults are dissatisfied with the quality of American journalism
• 55% of the survey respondents feel that bloggers are important to the future of American journalism
• 74% felt that citizen journalism will play a vital role in the future of American journalism

I wonder if these sentiments about journalists are being translated to the B2B world. Will citizen journalists through blogs and other social media replace the professional trade journalist? Will these citizen journalists perform the objective role that the professional trade journalist has performed? Is the trade press taking steps to maintain their role?

I grew up during the era of the consumer movement.  Ralph Nader and the infamous Corvair (rubber side down please) taught me the phrase caveat emptor and its meaning. As we proceed into the uncharted of waters of participation journalism let us remember to consider the source.