The glory days of liquid lunches, cigarettes dangling from mouths and a good chance of a proper job are long gone. But creativity stands the test of time – so here are some more ideas that may help the ailing journalism industry.
The Generation Game
Whether the ideas presented here or in Part 1 have merit is of course open to debate.
New concepts and solutions are needed from all parts of the media – to breed more imaginative approaches. Which in turn may at least mean the journalism industry will have a few jobs available to the thousands of new recruits entering the job market every year.
Perhaps the greatest danger to evolution or revolution is the continued conceit of those at the top.
This was mentioned back in the opening lines of The Dark Age of Journalism – the ivory tower brigade still think everything is hunky dory.
Only a few days ago, Simon Kelner in the Independent assured us “The widespread demand for local journalism remains undiminished“.
Mr Kelner is a great journalist, but this was whimsical nostalgia at odds with the cold hard facts.
If there is a demand – it’s only for free websites which offer no money to journalists. The figures provided by the Press Gazette show that Mr Kelner is wrong and local paper sales are falling.
On 27 February, the Regional ABCs: Paid-for local press circulation figures in the second half of 2012 dropped by 6.4%. It’s a long list, but most of those papers are losing readers.
There’s more – on 28 August, the ABC figures show only one local weekly growing print sales in first half of 2013. Sadly, it’s a list of negatives and misery.
People need to wake up and start thinking more about what can be done, and only then can the industry be salvaged.
Press and Print
If paywalls featured in Part 1 are a no-no for the ones in the know, perhaps there are other ways to make money.
More advertising on sites would increase revenue, and let’s face it – advertisers are never short of money and need an outlet. If the readers get annoyed by such interruptions, then a paid-for version will feature no ads.
The rise of the i newspaper – a cheaper (20p) and streamlined version of the Independent – has shown that readers are looking for something concise.
They simply don’t have the time or inclination to read so much. The other papers could learn from that model and ensure that print stays in fashion.
To keep print alive, make it different from the online version. Offer deals, discounts, pullouts – which can only be found in the paper. Some of the nationals already do this, but there’s a lot more experimentation in marketing available.
If newspaper owners truly believe print is dead, which it may well be due to the transient nature of the news, then embrace the online model completely.
But before that happens, work out a coherent strategy to ensure that cash will be generated.
Watching the Defectives
One of the worrying trends of the Internet Age is the rise of the citizen journalist. Someone with a mobile phone and a Twitter account, and who now believes they are an intrepid reporter bringing exciting news to the masses.
I’m not against the public contributing, as we live in a democracy and everyone’s opinion is welcome. We need their pictures or eye witness accounts. But they add to the story. They are not the whole story. It requires a professional to attend and report with diligence and skill.
When I did my NCTJ training I was told it was vital to have the qualification. The vast majority of newspaper editors require an NCTJ diploma, at the very least. So I spent the money and five months of hard graft learning the basics of the trade.
Yet, it’s these very same editors who undermine the qualified with their reliance on amiable amateurs. Because they will work for free.
But these novices never trained in media law, the PCC Code or proper investigative techniques. Since when does a phone and an Internet connection turn everybody into a competent correspondent?
In most other jobs there has been an increase in the need for professionalism. Look at sports, where training levels and salaries have risen dramatically.
Everywhere you look outside of journalism, there has been an astonishing demand for a tangible official-looking document.
Imagine if I turned up at a hospital to apply for a doctor’s job. I saw a couple of episodes of Holby City and did a first aid course back in the 80’s. The affable amateur on hand to help. How would that go down?
What are the people at the top doing to this industry? In their pursuit of profit margins they will reduce journalism to a dessicated husk.
Maybe those editors will have sons and daughters planning a career in media. Well, at this rate there will be nothing left for the next generation.
This is not an appeal for elitism, that would be the worst solution. But journalism is a profession and should be treated as such to engender quality within its ranks.
All in Moderation
Continuing the theme of public involvement, we have the rise of the comment system for online news reports.
This is a wonderful idea in principle, unfortunately the human propensity for nasty jibes and cowardice has ruined it.
I read quite a lot of these comments and about 99% of them are not really adding anything to the quest for knowledge. It’s mainly a selection of disparaging remarks or ill-informed stupidity.
One solution would be to ensure better moderation, so the best comments could be given prominence. However, considering the amount of the work that involves it may well be unworkable.
Online news sites don’t want to spend too much money on paying moderators and I pity the individuals who would have to read online comments for a living.
Far better is to remove comments entirely and instead offer the option of a letters page. Rather than people hiding behind anonymity (unless appropriate) they would craft something thought out and literate.
The nationals and some local papers in London (eg Ilford Recorder and Romford Recorder) do an excellent spread of letters. It’s a good mix of themes and topics with wit and wisdom.
A good paper or news website should use intelligent feedback from its readers to produce a product that is of the highest quality.
Don’t let the comment morons ruin the news.
An Extra Dimension
In the third and final part there will be ideas about social media, editorial courage and more.
