This document discusses the need to retrain editors and writers for new multimedia roles in journalism. It notes that the traditional mass media model is breaking down and that readers now expect more customized, engaged experiences. Some new roles mentioned include community developers, multimedia producers, and content curators. Challenges include a reluctance to change and a focus on print over digital. However, opportunities exist for those who can develop multimedia skills and better engage with audiences. The document advocates experimentation and flexibility in training the workforce to adapt to these new realities. It concludes with a Steve Jobs quote about empowering people with tools to do wonderful things.