How can “old” media remain relevant?
Telegraph UK editor and blogger Shane Richmond has a great (if long-ish) post up about how newspapers and other media entities can remain relevant and attract new readers and audiences even as the media world is fragmenting. Among other things, he suggests:
– Serving all your audiences: “Instead of one audience, you now have many. They visit you at different times, they have different needs.”
– Trust your specialists: “Now readers have many more ways to find out what’s important: blogs, news aggregators and social networks, for example. The connected world makes expert opinion available in an instant. How do generalists survive when experts are around every corner?”
– Build personalities: “Once I’ve read the day’s news, the next thing I want to know is what certain key people think about it. Most of these people are bloggers. When there are numerous voices available, the important thing to do is make sure your writers are the voices people want to hear.”
– Be first, or at least be fast: “In my experience, the biggest problem print journalists have in adjusting to the online world is the nature of the deadlines. When it comes to breaking news there are no deadlines; everything has to be published as soon as possible, preferably ten minutes ago.”
– Create communities: “Building a community around your brand - a web space where people can debate, dissect and even amend your content - will go some way towards re-establishing the sense of identity that readers used to have with their papers.”
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