Here, see for yourself:
Smart Reseller's Steven Vaughan-Nichols writes
"The simple truth has been, is and will continue to be that when it comes to desktop operating systems, the commercial winner is Windows."
According to eWeek's Scot Peterson:
"No company that tries to compete against Microsoft at its own game will win (see Novell, Lotus and Corel)."
Even David Coursey, chief Anchordesk columnist, whose column reaches millions, takes on the topic:
"Listen to the believers and you'd think Linux is a real threat to Microsoft--it isn't."
With varying degrees of subtlety, each columnist characterises Linux users as unrealistically, even religiously devoted to their operating system and its heroes. Strong stuff. Microsoft couldn't wish for better if they paid these writers. Which, in a way, they have.
After all, these are journalists who have largely built their careers on knowing Windows systems.
What about the other side? The journalists who know Linux and free software systems? There aren't any, not in the mainstream media, and there may never be any, because of the nature of commercial publishing.
Publishers create magazines not just to provide information to readers, but primarily to make money by selling advertising. Publishers at this point in history view Linux as a technology with a limited number of potential advertisers. They don't believe they can create financially viable magazines that focus solely on Linux because the advertiser base isn't there. And without dedicated Linux titles, the opportunities for dedicated Linux writers (and supporters, because who doesn't support what they know?) are few.
Look at the track record of Linux publications. Linux Journal has published with moderate success for many years, but it isn't exactly mainstream, with its high geek-jargon quotient. A few independent publishers have brought forth modest titles like the very competent Linux Magazine and the controlled circulation (read "free") Open. So far, the mainstream publishers have stayed away though.
On the Web, where the barrier to entry is lower, the outlook is no rosier. IDG's LinuxWorld recently shut its doors. Internet.com has scaled back its leading Linux site, LinuxToday, and mothballed others.
Commercial publishers, by the nature of the very game, have to chase markets, and Linux is a technology, not a market.
On the other hand, there's journalistic ethics (a phrase that, like "military intelligence" often borders upon oxymoronic). That means printing stuff that no one paid you to write, but that you think represents the closest thing to "the truth" that can be discovered on deadline with minimal expense.
The "on deadline" and "with minimal expense" are key, because they have given rise to an entire industry known as "PR" that exists more or less to influence editors, helping the company reach consumers without the costly nuisance of having to buy ads.
Usually, PRs as they are called work by appealing to laziness and convenience. Just send a press release that can be turned into copy with time left over for a three-martini lunch and you're in there.
Other times, it's done with such panache that you know the standard has been raised for the whole industry. Such is the case with Linux's all-volunteer PR fire department.
Look at Linus Torvalds. Technical contributions aside, this man understands media and public image. He knows the right low-key, empowered voice to use. When to scoff, act humble, joke (just about always). How to choose a great logo. He has it down, and little wonder. Both his parents are journalists.
Look at Richard Stallman and Eric Raymond, unlikely media spokespeople often dismissed as characters but more often appreciated for their quirks and unwashed honesty. Both put in a lot of time writing stuff that can be widely republished by mainstream media. Both make good copy at trade show keynotes. Both are available for public comment at a moment's notice and answer mail within 24 hours. They understand the PR role and play it well.
Bruce Perens, whose interview with ZDNet UK reporter Will Knight may have started this whole flap over desktop Linux, is another example of someone who has stepped up to the Linux PR plate. Perens also coordinated the Free Software Leaders Stand Togeth er response to Microsoft's latest madness (though you can hear a lot of RMS in that document, too).
These leaders have accomplished miracles in the area of PR. The wonder to me is that Linux is even mentioned in the same breath as omnipotent Microsoft by commercial publishers. I'm in awe when big-time columnists like Coursey stoop to validate Linux, if only by categorical dismissal.
But PR can only go so far. Without proponents among the ranks of media professionals, even I start to wonder if desktop Linux has very much of a chance.
I enjoyed the article.
Make one think.