Fuck you, David.

I bought a paper copy of Esquire today and I turned to page 26 (yes, that’s how many ads you must get through before reaching the editor’s note). There David Granger says that the “treasured assumption of the digirati” was that the digital revolution would cause the end of record labels, book publishers, and movie studios. “But it didn’t, ha!”

“The disintermediation,” he concludes, “are freeing traditional media outlets like Esquire, enabling us to expand our horizons.”

That’s all well and good. What was said was exactly what happened. Traditional media outlets had to embrace the web or perish. That’s what we, the “digirati,” said. Adapt or die, we said.

However, when traditional media men and the copyright mafia yelled at the top of their lungs that “social will kill culture and journalism will die,” we said no, that’s not how this works.

So let’s set the record straight.

Culture didn’t die (journalism won’t either) and new revenue models are emerging out of the ashes — just as predicted. For instance, record labels are submitting to Itunes and Spotify even though we’ve only begun our journey into the new.

The internet will for the largest part be a good thing for humanity (possibly also for men’s magazines). I’m pleased that David Granger feels the need to state this in an editorial, even as late as in 2011. It’s never too late to start listening, right?

So, hear us now. The “Mad Men” of traditional media are down for the count, but instead of being humble, they aim to rewrite history. Since Esquire gives advice on how to be a man, let me return the favour:

If you’re going to take credit, be a man and make sure it’s yours to take.