For too long we’ve been trying to find a market for the same products that we used to deliver in print, and that just won’t work. We can’t simply write that local council story the same way that we used to and hope that social media will be enough to market it. I’m really not sure that those incremental, process-based stories actually engage audiences. Instead, we need thematic stories and engagement opportunities that tackle big issues in sticky ways.
This is written in the context of local journalism, but I think it pretty much applies to all journalism. The era of just doing what we used to do, published digitally and marketed on social media is drawing to an end.
The interesting stuff now is figuring our the new forms of journalism that really take advantage of digital tools.