The mobile phone manufacturer Ericsson used this slogan for a couple of years. The main point of their devices was that you should make yourself heard.
Nokia, their worst competitor told us then, and are still telling us: “Connecting people“. Their devices are used to connect people.
I think this difference is similar to how main stream media utilize the internet. They want to make themselves heard. But the whole Web 2.0 thing is about connecting people. Making communities. And, very important: connecting the author and the audience.
It’s not the death of professional publishing, but they have to learn to listen. And like Ericsson have done, get rid of the idea of just making yourself heard.