Jamal Tyler

Stay Awake and Alert

The news industry has changed in so many ways over the past decade. Technology has allowed many social media to rise and take over distribution for most outlets. And whether you see that as positive or negative, you now need social media — whether it’s echoes of marketing or branding — in order to be successful.

seek truthReading the Tow-Knight Center for Entrepreneurial Journalism article this week, I learned what you need to launch a new media project:

  • CONTENT or SERVICES: You need to offer something of value to users. In the journalism business, that something has traditionally involved content.
  • DISTRIBUTION: You need a way to let users know about what you offer and then deliver it to them.
  • PEOPLE: You need someone — and at first that may just be you — to produce and distribute your content.
  • REVENUE: You need money to pay for your content, distribution, and people.

All four of these work hand and hand when look at it you need content in order to fill the distribution pipeline, to produce content you need a lot of people because the distribution pipeline in recent years has been maximized. You need revenue to pay people to produce content, meaning all of this basics are equally important as a the other. Lack of people could lead to lack of distribution because you have to distribute within web, social media and print just to name a few channels.

Just writing a story is not enough; you have to be able to market to many different demographics. Many people ages 50 and up still read newspapers but college students would rather watch a two-minute video that summarizes the story and read the article later. You will only know this if you put yourself in the shoes of your audience. Even though you may have considered your audience there are several other things you have to consider.

What I found very useful while our team looks at how to improve a campus news organization is the social media strategy that Tow-Knight Center for Entrepreneurial Journalism discusses.

Social media has changed the production, distribution and consummation of news and has become sort of a disruptor. According to Pew Research Center, today around seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves.  Take this into consideration use these new powerful open networks to drive traffic and engagement to maximize revenues.

While Tow-Knight’s article states you have to consider your strengths and weaknesses, one weakness that cannot be accounted for is trust. Many of us have fail victim to looking at, “fake news,” especially with the fluidity that things are published and receive views. With social media being able to trust is very perplex. Ken Doctor questions the values and the accountability that journalists are being held at.

While there are so many ideas that can create and change the news industry is it really for the better, Doctor explains that in the 21st century values are unclear. Whether single-source stories, or many believing certain news is not worth their time, values are very unclear and disruptors and ethics are to blame.

A startup is very plausible but along the way do not forget our core principles.

Seek truth and report it. Minimize harm. Act independently. Be accountable and transparent.






3 thoughts on “Stay Awake and Alert

  1. I really like how you said the whole system goes hand in hand. It does. It is one huge cycle of money. Every business really is, you need to spend money to make money. That is why a business is so hard to manage, especially if you are just starting out. When are you going to make that jump and invest all you have? It is sink or swim out here, and these big name companies are killers. They don’t care if you spent every dime getting your business up, they will take your company and your audience. No games will be played. It’s a dog-eat-dog world.


  2. I really like your perspective throughout this article. Not only did you make sure to get across key points that were imperative to your blog post, but you still managed to give a well thought out analysis. Good job!


  3. I love how you said that just writing a story isn’t enough, that you have to be able to market to many demographics. I completely agree. We are stuck in a generation where technology is huge among the younger generation and many older adults are still reading things in the newspaper. You have to know who you are writing and marketing for. I think you did a great job of expanding this idea and I really enjoyed your blog post.


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