If online journalism becomes an integral part of the daily routine of the editorial staff within five years, then, in order to be fit for the future, it will only be consequent to set the degree of integration now and to adjust the editorial workflow of each morning paper to its online capacity. This book of Pit Gottschalk helps understand the necessity of online integration in Journalism, assess the status quo, and implement the right steps within the organization based on a broad research. Structure, culture, people, and tasks – all the aspects of a modern organization of content workflow are to considered. Pit Gottschalk creates a measurement system to check the own newsroom. As a former editor-in-chief and head of the CEO’s Newspaper Office in Berlin, Pit Gottschalk is now Managing Director at Axel Springer and manages both the digital transformation of print publications and online business development. He did and does a lot of research to examine the degree of online integration in traditionally organized newsrooms of printed newspapers. The book is also available as an ebook ready to download here.
How many core competencies are needed in a modern media company? Mike Smith, former head of the famous Media Management Center in Chicago, provides a clear and convincing answer: six. These competencies for the news industry serving journalism are:
Community Builder, and
Take a closer look at the job a platform manager. He or she should be sensitive for the development taking place in the market. For years, at least since the iPad was launched, all the media managers thought that apps available in the AppStore of Apple, are the solution to distribute the content to the audience appropriately. Reality is different. This audience still prefer the Web browser, even on smart phone and tablets. The usage of a browser outperfom apps by three times. This fact has a huge impact on the way we manage our platforms, as I explain in my new post on INMA.org. Do all the media companies have the competencies needed to face the challenges in the digital age?
INMA is the leading association of media executives working on the future of their news media business worldwide. For European professionals, there are two big conferences they should join to stay in the loop. The World Congress in New York next April, and the European Congress in Berlin next October. The USP of these conferences ist that the ideas and business models speakers from all over the world share with their audience are terrific and absolutely inspiring. Last May, the Gannett Company (“USA Today”) explains on the World Conference in L.A. how the sales staff are educated over weeks to make a difference on the advertising market. During the European Conference in The Hague some weeks ago editors-in-chief fixed the real mistakes a publisher had made in the newsroom and left the audiences discussing their recommendations and suggestions to handle the challenges newspapers face right now. The input and feedback members get from the INMA family is much more worth than an individual or a corporate membership cost. To benefit from the ideas provided on the INMA website inma.org, feel free to start with a free registration. After this, German members will get a separat invitation to some local events and seminars limited to those who have done this membership process. I’d like to provide any further details needed.
A priest offered a Nun a lift.
She got in and crossed her legs, forcing her gown to reveal a leg.
The priest nearly had an accident.
After controlling the car, he stealthily slid his hand up her leg.
The nun said, “Father, remember Psalm 129?”
The priest removed his hand. But, changing gears, he let his hand slide up her leg again.
The nun once again said, “Father, remember Psalm 129?“
The priest apologized “Sorry sister but the flesh is weak.“
Arriving at the convent, the nun went on her way.
On his arrival at the church, the priest rushed to look up Psalm 129.
It said, “Go forth and seek, further up, you will find glory.”
Moral of the story:
If you are not well informed in your job, you might miss a great opportunity.
On the INMA World Congress in Los Angeles I got the opportunity to present some thoughts concerning the idea of sharing content to save costs. The approach is to re-publish content already put on the Internet and to enrich this content by new pieces written to gain traffic from Google. It’s a good deal: You can reduce your content costs by 70 percent and offers 100 percent content to your users. Even more: The technology on which this system of a Vertical Content Engine is based also helps the traditional print world create supplements as easy as it sounds. By a click, already published content can be imported into any different CMS and is ready to appear in new shape after being curated. Look at Top.de of Axel Springer. The website (unfortunately written in German) is like a kind of product you can produce by the help of the Content Engine. Does someone really see where the content comes from? The cannibalization is less than 1 percent. Whenever you’re interested in this technology, just write a short mail.