1. A strategic overview of new media
in journalism, the relevance of
digital skills and why it’s important
to embrace new technology
Presentation to the National Journalism
Training Council AGM Belfast
30/11/201

2. A strategic overview of new media in
journalism
Holly Came From Miami, Fla
Hitch hiked Her Way Across The USA.
Plucked Her Eyebrows On The Way
Shaved Her Leg And Then He Was She - She
Said:
Hey Babe, Take A Walk On The Wild Side,
Said Hey Honey, Take A Walk On The Wild Side.

3. A strategic overview of new media in
journalism
Characters, storyline, a vivid description of a world most
of us had no experience of.
When I started out in radio in the late 70’s in my mind
journalist reported the news. I was a dj. In the radio
station where I worked, there were journalists – and the
rest of us.
Then in the early ‘80s, a time when Radio 1 had magazine
programmes about music on Saturday afternoons, I heard
someone describe Lou Reed as a journalist. A light bulb
above my head went ‘Bang’.

4. LOU REED - JOURNALIST
Lou Reed had the eye for a story, the skills and talent to tell it well. He had a
means of distribution and – with record producer – a sort of editor.
Of course he was a journalist! He was reporting his world to us.
Journalists’ skills
Whether we are in an analogue world where I’m cutting audio tape with a
blade and waiting for the postman to deliver the information I requested
Or in a digital world where communication is faster than ever and where
there is so much information it’s hard to filter,
The key journalistic skills pertain;
• Listen
• Confirm
• Analyse
• Report

5. The digital tools journalists need to support those skills
are cheap, available to everyone and they allow everyone
to report the world around them.
Once the means of distribution was the bar to entry, now
it is the starting point. As consumers (the readers,
listeners, viewers) learn to filter the noise, how do you
ensure what you have to say is being heard?
As a journalist how do you report the Tower of Babel that
digital technology has created?

6. Technology
• The fundamental shift in technology has happened in the last 10. And it is
accelerating.
• The Post PC Era is dawning. Gartner predicts that sales of Smart Phones and
Tablets will overtake the sales of PCs and Laptops this year. But that is to put
laptops and PCs in the same category. By their very nature Laptops can be fixed
but are more likely to be mobile. Therefore Mobile Computing has already
overtaken fixed home and office computing.
• Right now in London O2 are testing 4G – faster cheaper and more reliable than the
current 3G.
• Delivering the story from the scene of the action - as it happens rather than
reporting post-fact - is not the preserve of the TV or radio outside broadcast
anymore. If the journalist has the training – and the kit (an iPhone and web
connection) the story can be delivered as it unfolds.
• With Twitter in particular, but also Facebook and Live Blogging, a journalist can
report the Meta-Story – reporting on the reporting of the story. A lot of journalists’
time is spent waiting. But that story – if told well in a Twitter feed or Live Blog –
can be as compelling as the main story.
• Why should journalists do it? Because everyone else can.

7. • The fundamental shift in technology has happened in the last 10. And it is
accelerating.
• The Post PC Era is dawning. Gartner predicts that sales of Smart Phones and
Tablets will overtake the sales of PCs and Laptops this year. But that is to put
laptops and PCs in the same category. By their very nature Laptops can be fixed
but are more likely to be mobile. Therefore Mobile Computing has already
overtaken fixed home and office computing.
• Right now in London O2 are testing 4G – faster cheaper and more reliable than the
current 3G.
• Delivering the story from the scene of the action - as it happens rather than
reporting post-fact - is not the preserve of the TV or radio outside broadcast
anymore. If the journalist has the training – and the kit (an iPhone and web
connection) the story can be delivered as it unfolds.
• With Twitter in particular, but also Facebook and Live Blogging, a journalist can
report the Meta-Story – reporting on the reporting of the story. A lot of journalists’
time is spent waiting. But that story – if told well in a Twitter feed or Live Blog –
can be as compelling as the main story.
• Why should journalists do it? Because everyone else can.

8. VIDEO AND NEWSPAPERS:
• Once newspaper journalist took notes in shorthand,
typed the report and delivered it by hand or by post.
The radio journalist recorded on tape, spliced to edit it.
The TV journalist’s technology was so complicated, a
whole team of specialists was needed on site.
• The New York Time and other newspapers - have been
producing video for years. The New York Times now
has scheduled news programming every day at 1.00.
• The Wall Street Journal is training journalists to shoot
video on iPhone and how to tell stories in video format
and then to send the video to the desk.

9. SEAMLESS MEDIA.
• Clay Shirky – author of Cognitive Surplus - asserts that even the most inane forms
of creation and sharing are preferable to the hundreds of billions of hours spent
consuming television.
• Some people use that creativity to produce journalism – some produce LolCats.
They are not formally trained; most don’t do it particularly well. They use text and
video and photos and music to describe the world around them, to ask questions
and to challenge authority. Oh and there is opinion. Lots and lots of opinion, often
poorly informed, often with a particular agenda, often transmitting noise rather
than light. Like a lot of traditional media.
• In their book The World in 2020 Tim Jones of Future Agenda and Caroline Dewing
of Vodafone write about Seamless Media.
• By 2020 – they predict that our PCs, mobiles and TVs will have merged and
become integrated with a host of new devices that allow us to access a global
library of information and data. They surmise that your technology will know you
and fetch information that it understands you want.
• If consumers become even more passive in their media consumption, what
challenge does that present to journalists? Will we – the public - just have an echo
chamber of media that supports out prejudices and petty obsessions? How can
the dissenting or challenging voice be heard?

10. RETAINING CONTROL
• There are some people who say that the internet will change
journalism the same way that My Space has changed the role of the
record companies’ A&R departments. Having come up through the
‘alternate’ music of the late 70s and the 80s I say that’s wishful
thinking. Which has had more impact on the UK music industry -
My Space or X-Factor? Which has more impact on the Newspaper
industry, come to that?
• Myspace was owned by News Corp for 4 years and is now owned by
Specific Media. Who are Specific Media? It says on their website -
“Specific Media is an innovative global interactive media company
that enables advertisers to connect with consumers in meaningful,
impactful and relevant ways.”
• Yes, new threads of journalism will develop through new and social
media. But the big players will still be there – and that is likely
where the investment will come from.

11. IT’S NOT SOCIAL MEDIA – IT’S PEOPLE
THAT MAKE THE DIFFERENCE
• Social Media make a great scapegoat for some journalists and politicians.
Unquestioningly they blame social media for the ills of society.
• You remember the riots in England? Starting in Brixton, they moved to
Southall, Toxteth, Nottingham and Manchester. There were also smaller
pockets of unrest in Leeds, Leicester, Southampton, Wolverhampton,
Coventry, Bristol.
• This was not the riots of this summer. 30 years earlier in 1981 when these
events occurred, there wasn’t even 24 hour TV.
• The 2011 London riots was not the fault of social media. Blaming social
media on social unrest is like blaming the brick that breaks the window.
• Whether Arab Spring or London riots – social media speeds up the
communication. It’s people who make change.
• Journalists need to understand social media – even if they are reluctant to
use it.
• There are a lot of social media tools – how do you choose them? Beyond
Twitter and Facebook, don’t get caught up with shiny new toys.

12. Kevins’Key Questions
• If you don’t already know Kevin Anderson – ex BBC, once
the Guardian’s Digital Research Editor – then get to know
him – @Kevglobal on Twitter
• KEVIN’S KEY QUESTIONS when choosing the right tool for
journalism:
• Does it make a journalist’s job faster and easier?
• Does it help us make money or save money?
• Does it help bring audiences to our journalism or our
journalism to audiences?
• Does it allow us to tell stories better, more easily or more
engagingly?
• Does it build audience loyalty and keep people engaged
with our journalism longer?

13. We are all strategists now
• Strategy used to be the domain of senior
executives in business. As we become our own
publishers we all need to think about our
Social media strategy. What’s yours?