31 NEWS FOCUS Social Media Tools
READ ALL ABOUT IT! With technology at the forefront of our lives, the way we get news is transforming. But what does this mean for newsrooms?
Words by Chelsea Fearnley
like and talks to the companies helping newsrooms evolve their brands digitally. OUT WITH THE OLD, IN WITH THE NEWS When asked about the biggest problem newsrooms face, Arnaud Elnecave, vice-president of marketing at asset management company Dalet, explains: “People today have so many options for how they consume news. It’s on their phones, laptops and they can access it through their web browsers, but more and more, you’ll start to see apps from the news brands taking the reigns.” Production teams are under more pressure to produce content that is unique and complementary for multiple devices and platforms. “You wouldn’t tell the same story in the same way to two separate audiences,” explains Elnecave. “With digital marketing on the rise and many news brands now offering subscriptions, stories can be tailored to the individual, but this is very difficult to manage creatively and editorially. You need a whole team of people collaborating to enrich one story that can benefit everybody.” One company reinventing the old business paradigm of audience, publisher and advertiser is Stockholm-based news sharing platform Newstag. Niclas Rislund,
ong gone are the days of waiting for the televised morning news to break important stories. We live in the age of information, where
trending news from around the world or gossip about your favourite celebrity can be accessed at the touch of a button. The growth of the internet as a disseminator of news has completely changed our consumption of it, giving us more options, enabling a tailored experience and bringing us closer to events and people around the world in real time. But its effects on newsrooms and journalists are proving disruptive. News organisations are at risk of getting left behind if they don’t acclimatise to the digitisation of content and new digital communication technologies reshaping the media landscape. Newsrooms need to restructure their current workflows to optimise digital delivery and reach digital first audiences. On top of this, the old agreement between the audience, publisher and advertiser is breaking down. The advertiser is losing power and the publisher is finding it increasingly difficult to finance quality journalism. Anyone with a phone, a social media account and an internet connection can publish something and dub it news. There needs to be a new business model. FEED investigates what this might look
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