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Development Editor - Interview Presentation

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A version (edited to remove commerical information) of the presentation I created for my interview for the position of Development Editor at The Birmingham Post.

A version (edited to remove commerical information) of the presentation I created for my interview for the position of Development Editor at The Birmingham Post.

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Development Editor - Interview Presentation Development Editor - Interview Presentation Presentation Transcript

      • Interview Presentation
      • for the position of
      • Development Editor
  • About Me
    • Joined The Birmingham Post in 2004 as a business reporter. Currently Media & Marketing Editor.
    • Formerly administration manager of an independent multi-media production company in Digbeth.
    • Helped with development of in-house content management system: InSite .
    • Have recently project managed the launch of The Birmingham Post blogs and continue to coordinate development.
    • Enthusiastic blogger (when time permits).
  • The Tasks
    • Asked for:
    • An outline of a week-long training programme that is designed to turn traditional print journalists into fully-equipped and knowledgeable multi-media, multi-platform journalists.
    View slide
  • The Response
    • I will:
    • Outline a five-day training programme focusing on the cultural and technological change needed to create multi-platform, multi-media journalists.
    View slide
  • Training Week
    • Start point: Skills inventory would be useful.
      • Basic knowledge of search engines.
      • Awareness of YouTube (but may not use it)‏
      • Limited use of social networks (perhaps only Facebook).
    • End point:
      • Using online tools to process, search and filter large amounts of information.
      • Ability to identify when a story would be better told on in a format other than linear print and can use the tools to achieve that.
      • Regular engagement with social networks/online conversations.
  • Training Week
    • Day one: Why we need to change Overview of current market conditions, decline of the newspaper industry and how digital has changed the competitive landscape.
    • Day two and three: The web as a research tool
      • How journalists can better use the Internet to research
      • stories and gather information.
    • Day four and five: How to reach new audiences
      • Introduce new tools that journalists can use to tell
      • stories in addition to print. Demonstrate how to
      • distribute a story on the Internet. Undertake an
      • exercise to plan a story from inception using digital.
  • Day 1 Why we need to change
    • Be honest! The majority of journalists receive little information on business performance or market conditions. This leads to misunderstandings about changing consumer behaviour:
      • “ Young people will grow out of the Internet and will read newspapers when they are older.”
      • “ How dare someone think they can criticise me in a public forum without contacting me privately first?”
      • “ Those people who read our stories online are stealing from us unless they buy the newspaper as well.”
  • Day 1 Why we need to change
    • We can't expect people to change unless they understand
    • why they have to:
      • Be brave enough to show the bigger picture.
      • Highlight long-term print circulation trends.
      • Be truthful about revenue pressures.
      • Start acknowledging the competition - particularly digital
      • Stress the opportunities – digital offers new ways to reach out to readers.
  • Days 2 and 3 The web as a research tool
    • Important to stress the Internet is not “the enemy”. It is a
    • under-used resource for journalists:
    • Advanced search operators in Google: e.g site: , link: , cache: . Also Google Translation (good for local ethnic minority sites), Google Alerts, etc.
    • Tracking important sites via RSS and using filters. Keep an eye on local MPs by subscribing to theyworkforyou.com. No RSS? Make one with Page2Rss.com or get emails from Watchthatpage.com.
    • Monitor social networks. What is being said in your area? Twitterlocal or keep an eye on particular topics with Summize . Blog searches with Technorati or Google.
  • Day 2 and 3 The web as a research tool
    • Journalists need to develop their “virtual beat”:
    • Places where they go each day to check for new information. RSS Reader.
    • Build relationships and contacts on blogs and social networks. Journalists have to develop links to communities online as well as offline. This means being transparent and honest.
    • NB: Tools will change – it is the mindset that will keep journalism relevant.
  • Day 4 and 5 How to reach new audiences
    • An online audience engages with us for
    • different reasons at different times. Need to cater for
    • that:
    • Getting content up quickly and efficiently if needed. Understanding of CMS and basic html commands.
    • Providing content in the way that best illustrates the story.
    • Knowledge of platforms that allow the audience to be a part of the story – comments, blogs, mailing lists, groupsm livestreaming, liveblogging, etc.
    • Innovative content distribution. Don't have to always own it on our site: Flickr, YouTube, Utterz. This can be a way to promote brand and boost revenues. (e.g. Pictures for sale)‏
  • Day 4 and 5 How to reach new audiences
    • This requires technical training:
    • Use of a video camera and video editing.
    • Audio recording and editing.
    • Uploading.
    • Use of live streaming and live blogging platforms.
    • And a special mention for...
  • ...mobile Internet
    • According to Ofcom, one-third of people in
    • Birmingham access the Internet over their mobile
    • phones.
    • Huge market, yet untapped by regional newspapers.
    • Urgent need to get journalists using mobile phones both to consume and create content.
    • If we don't understand how to use them, then we don't understand a potentially lucrative mass-market.
  • Postscript
    • If this course is only targeted at journalists then it will fail.
    • Has to be a change of mindset across editorial at all levels. Sub-editors and department heads.
    • Change is uncomfortable and if one section is reverting to old practices, likely to drag others back into the old routine.