New Journalism demands new behaviour, a new attitude. And it needs a new organisation structure.

1. Attitude & Organisation
Changes needed
in structuring
Journalism

2. Part 1:
New Attitudes in
Journalism

3. We all know…
• Journalism's first obligation is to the truth.
• Its first loyalty is to the citizens.
• Its essence is discipline of verification.
• Its practitioners must maintain an independence from
those they cover.
• It must serve as an independent monitor of power.
• It must provide a forum for public criticism and
compromise.
• It must strive to make the news significant,
interesting, and relevant.
• It must keep the news comprehensive and
proportional.
• Its practitioners must be allowed to exercise their
personal conscience.
…but is it still enough?

4. 20 Golden Rules

5. Golden rules, built upon:
• Research
• Experience
• Success and failure elsewhere
• Some ambition
• And a lot of gut feeling

6. 1. Think Niche

7. 2. Get Personal
© Rikkert Walbeek

8. 3. Be Social, Act Social
© Bullmarketing

9. 4. Publish Real-Time

10. 5. Mistakes are no #Fail

11. 6. Be Easy-to-Use

12. 7. Be Transparant

13. 8. Be Serendipitous – Not?

14. 9. Outside knowledge &

15. 10. & your own skills

16. 11. Avoid Acting “Special”

17. 12: Be Involved

18. 13. Collaborate, don’t Invent

19. 14. Cherish & Curate

20. 15. Mutualize

21. Meg Pickard, The Guardian

22. 16. Accept lurking

23. 17. Act Entrepreneurial

24. 18. Pile up Small Change

25. 19. Automate

26. 20. Break down the Castle

27. Part 2:
Organising Journalism

28. Roles in Media-
organisations
How it was.
How it might be

29. How it was

30. One takes…

32. and…

34. One builds…

36. And one adds
a referee

38. Result:

40. Traditional roles in media
Journalist Sales
Uitgever

41. Traditional roles in media
Journalist Sales
Uitgever
Publisher

42. One adds…

43. A new role
in media

46. Enable conversations
Activate knowledge
Connect (to) groups
Facilitate contact
Manage the community

47. In short:
communitymanager

48. A new role in media
Communitymanager

49. Old
Journalist Sales

50. + new
Journalist Sales

51. Old + New
Journalist Sales

52. Old + New
Journalist Sales
Publisher
Communitymanager

53. Oud + Nieuw
Journalist Sales
Publisher
Communitymanager

54. Entrepreneurial
Journalist
Journalist Sales
Publisher
Communitymanager

55. Entrepreneurial
Journalist
Journalist Sales
Publisher
Niche journalist
Communitymanager

56. Entrepreneurial
Journalist
Journalist Sales
Publisher
Marketeer,
Niche journalist SEO-manager
Communitymanager

57. No organisation
without innovation

58. R&D, Innovation
• The triangle Journalist / Sales /
Communitymanager is a substantial addition
to the existing two-legged model
• But to safeguard further steps in the future,
attention is needed for permanent innovation.
• The triangle can be the bottom of a 3D-model
with 4 corners.
• Journalism – Sales – Community – Innovation

59. 4
1
2
3

60. 1.
The bottom
of the model

61. Journalist

62. Journalist
Sales

63. Journalist
Sales
Communitymanager

64. Journalist
Niche-
journalist
Sales
Communitymanager

65. Journalist
Niche-
journalist
Marketeer,
SEO-manager Sales
Communitymanager

66. Journalist
Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

67. 2.
Connect the
bottom-triangle
with innovation

68. R&D, innovation
Journalist
Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

69. R&D, innovation
New business-
models
Journalist
Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

70. R&D, innovation
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

71. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

72. In short:
4 leading roles

73. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

74. And 6 fields

75. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

76. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

77. A Last Request
&

78. bartbrouwers@dichtbij.nl
twitter: @brewbart
Stay tuned:
dodebomen.nl
Thank you!