On May 16th at around noon Engadget, one of the hottest Tech blogs, released an exclusive Apple internal memo announcing 5 month delays for both the iPhone and the latest version of Apple’s operating system, Leopard. Within minutes, the following happened to Apple’s stock:

$4 BILLION dropped off AAPL’s market cap immediately as investors hurried to beat the impending sell-off. The stock dipped 2.3% at volumes of over 2 million shares traded in just a few minutes. Just another night on the Street right? Not exactly, you see there is a slight problem with this tiny tumble: the announcement was falsified.
Disgruntled Apple employee? Microsoft saboteur? Jack Bauer? An AAPL investor who sold his shares last summer for $50? Who knows? Someone hacked Apple’s internal memo system and someone else (a “reliable” source, claims Engadget) sent it straight over to Engadget. It was Christmas/Chanukah for some investors who were able to buy into the stock at the discounted price of 103.42 (it closed earlier that day at 107.34). Meanwhile, many others took part in a $4 billion tumble.
Four hundred years ago in England, a substantial canal system helped the country become the world’s earliest industrial economy. Information and therefore capital could travel cross-country faster than in any other place in the world. Today, the speed of information and capital is as fast as the human ability to make and vocalize decisions. This has provided the developed world with a level of productivity that could never have been imagined just one century ago, not to mention four. Along with this improvement in speed has come a vast expansion in the diversity of media, moving from letters sealed with a wax emblem and carried by hand to emails, voicemails, faxes, and blogs with virtual signatures carried over fiber-optic cable that would have proven most useful half a millennium ago tied to a cleat.
The Apple memo was retracted within two hours, but the damage had already been done. The speed with which information travels and large scale capital transactions are made is staggering, but the recent demonstration of the power of the blog is even more so. The reaction shows that Engadget is as much a world-mover as CNN or ABC ever were, and combined with the latest M&A activity in the online ad market giving much the same indication, traditional media giants better watch out. Online news sources have a vast and confident readership that have one characteristic that differentiates them from the TV, Newspaper, and Radio audiences: they are more specialized than ever. It would be a rare thing for a non-tech geek (or what we call in the business: n00bs) to peruse Engadget.com on a daily basis, and sure, their readership might not reach the millions of viewers CNN and ABC receives every night, the Engadget.com nerd community is much more likely to turn that information into some kind of use-value. The entire technology industry eyes Engadget.com closely, and while the information is limited in range, its depth is unparalleled in the traditional media.
What will this mean for the media world in general? An shift of this magnitude in an industry that sinks its tentacles into every aspect of life, business and personal, will have dramatic consequences for the near future. Are websites like Engadget.com the end of this sprint towards media diversification? Or will we see a new revolution join the ranks of bloggers who have marched forward incessantly in the past few years? Who knows, maybe Twitter is the next Vogue. Journalism is changing, and with it, the world.