New roles in journalism/publishing
• Web editor
• Community developer
• Search engine optimizer
• Multimedia producer
• Digital content producer
• Database programmer
• Data visualization programmer
• Content aggregator or curator
• Director of audience engagement or development
• “Seeking nerdy journalist or journalism
* Actual advert for a new publication
“The Roman Empire that was mass media
is breaking up, and we are entering an
almost feudal period where there will be
centers of power
Orville Schell, Dean,
Signs the empire is crumbling
• Little or no innovation, R & D
• Shackled to sticking to the knitting
mentality, management have lost touch with
customers/readers/audience, do not fully
embrace change of any kind
• A frenzy of redundancy, producing more of
the same, no bias for creativity or technology
• Active inertia* – Relying on the past and
taking small measures which aren’t focused,
measurable, and internalized by whole
* Ref: Don Sull, Revival of the Fittest
People “formerly known as readers”
• Spoilt for choice
• Media agnostic: No single product/brand
loyalty (destination sites/portals waning)
• Frustrated with all-in-one package, want
• Want to be part of process, more
• Increasingly media-savvy and empowered
• Emerging as new generation of video
producers, creative class of their own
• Fear of change.
• Individualistic nature of journalists, editors.
• Silo thinking in editorial/sections/ad depts
• Online and mobile news sites not generating
enough revenue as print.
• A few big media turning away from search
engines and setting up paywalls (may fail).
• Print still regarded as priority –
online/mobile not fully embraced by
management or developed as independent
• Competition from unlikely competitors
continues to grow.
• Multimedia-skilled, multi-taskers will
• Greater community participation in the
journalism process by engaging with public.
• More accountability and transparency by
tapping into public’s experience, knowledge
• Individual journalists/editors may be able to
break out on their own and create new
ventures for the company or themselves.
• Experiments in media innovation (eg:
hyperlocalism, crowdsourcing) may create
new business models to replace outdated
7 Lessons from Training
• Begin with end in mind: Skill sets to be integrated with
workflow immediately, incentives and rewards in place.
• Flexibility of trainer is crucial: online, face-to-face,
hands-on, longterm: basic, intermediate, advanced
• There are no shortcuts. Building online communities
surrounding multimedia content takes time, there are no
shortcuts, your entire team AND all your “former readers”
need to be behind you.
• The good news: It’s early days yet, so your
competitors aren't too far in the distance.
• It is still a period of experimentation so try, fail, try,
fail, try, fail, try again.
• You will get better at it, so just do it!
• People will care, if you care.
“Technology is nothing. What's
important is that you have a faith
in people, that they're basically
good and smart, and if you give
them tools, they'll do wonderful
things with them,”