These days, we measure the success of a blog post or video or podcast by impressions. While the ways these impressions can be defined or quantified vary by platform, but the general rule of thumb is that the more clicks you get, the more opportunities that a host, like YouTube, for example, can serve up ads, which aids in generating revenue. And, yes, while I am oversimplifying this entire process, it is known that the more sensational a piece of content is, the more likely it is to be clicked on. On its face, this presents a number of problems, not the least is the authenticity of the content and how it has been sourced.

When you wrap that loose set of journalistic standards to a particular industry, you have a rumor mill. And when a rumor mill can create stories about product releases with no reputable source and without consequence, interesting things can happen. I’m joined by veteran photography journalist, editor, and all-around-great-guy, David Schloss, to unpack the reality of online rumor mills and how they materially impact and, in some cases, adversely affect camera launches. It’s a conversation that David is perfect for and I’m so happy to have him on. Enjoy!

• Catch up with David on Instagram and learn more about PixelShift
• Sony Holds Press Event to Tease Firmware Update Preview, New Camera [via Fstoppers]
• Canon Predicts a Bleak Future for Consumer Digital Cameras [via Fstoppers]