Posts about socialj

Meeting and Exceeding the News Business’ Hiring Needs

superpowers
At CUNY’s Tow-Knight Center, we just published a lengthy report on the job needs of the news business today, based on surveys, interviews, and analysis of employment ads.

It reveals much about the new jobs and entirely new skills and combinations of skills—journalistic superpowers, we call them — that news organizations need and want. It also reveals where — in my opinion — the news business still needs more innovation. Below, I’ll concentrate on that because it’s my job in a university to worry about what’s coming next, so in our Center we can help the industry shift strategy — exploring new business models and forms of news — and so in the classroom we can prepare our students for the new roles they will take on in a constantly changing industry.

The report was made by former NPR execs Mark Stencel (now codirector of the Duke Reporters’ Lab) and Kim Perry (now senior editor of the digital transition team at The New York Times) and overseen by Tow-Knight general manager Hal Straus. The survey’s sample, as they point out, is small and unscientific. Though detailed, the report is directional. I hope it provides a baseline so we can regularly revisit these questions with followups to inform both the industry and student (and teacher!) training in journalism schools. Note well how the report finds that the skills we once thought would swallow our journalistic brains — blogging! CMSes! oh, my!— are now just part of the fabric of a newsroom; imagine the changes we can track in upcoming years. Please give us feedback and tell us what else you would like us to address in future versions.

This work already has inspired a number of decisions at CUNY J+, the J-school’s new professional training program run by Marie Gilot, helping her decide what skills to offer to companies and individuals (including our own graduates, taking advantage of what we call our 100,000-mile career guarantee). The admonition in the report from Vice’s Drake Martinet — that “the best new employees are the ones who have a superpower” — has become her program’s watchword.

I’ll leave it to Stencel and Perry to fill you in on the demand for transformational and foundational skills. Their key finding:

When asked to identify five to 10 top hiring needs for the coming year, the news organizations that responded to our questionnaire prioritized skills in three areas: coding; audience development and data; and photo/video production. Two thirds of the organizations chose “coding/development” and “audience development/user data and metrics.” Nearly 60 percent chose visual storytelling/editing.”

When we asked survey participants to narrow their choices to just three top hiring priorities, the same three skills — coding, audience development/data and visual storytelling — led that list as well.

Here I want to explore three areas that might be underemphasized or missing in the industry’s thinking and what might come next. It’s the report that enables me to identify these syncopations.

PRODUCT: I am glad to see that product development ranked sixth in demand in the survey. Stencel and Perry report product ownership and development ranked as high as “journalism essentials” (which they defined as “reporting, writing and editing”). OK, but I’m greedy. Though the sample size is too small to quibble over statistical ranking, I will argue that product development should rank higher, perhaps even highest. I’m disturbed that in their wide-ranging sample of companies, old and new, Stencel and Perry found product development ranking much lower with newspapers and local news companies. In other words, digital startups skewed the numbers, ranking product development higher than the others. That is a lesson to us all.

Every day, I become more firmly convinced that product development is the key skill news organizations need so they can build new business strategies, saving us from the dying reach game of our dead mass-media business model and helping us provide greater relevance and value for the people we serve, generating our own first-party data so we can begin to compete with Google, Facebook, and ad tech for users’ attention and trust and so we can earn revenue not only from advertising but also from events, membership, and commerce. That, in one over-long sentence, is the strategic transformation I propose for our industry. (And I wrote a book about it.)

This is also why we at CUNY chose product development as the first new professional community of practice we convened and will support. A few weeks ago, we brought together almost 20 of the best product people we know in the business — from Vox, BuzzFeed, Quartz, The New York Times, The Skimm, Medium, Dow Jones, and elsewhere — for a private session where they could candidly compare notes and needs. (More on this another day.)

Though I do hear about product development when I visit newsrooms and news executives around the world — and that’s great news — I must say that I hear a different vision of what product means from them than I hear from the product leaders we convened. In newsrooms, product still often means making a new section or perhaps app based on the content they already make.
No, in my view, product development starts with identifying a community or use case for news and listening to people to discern their needs and goals, then and only then returning to the office to work with a small, cross-functional, fully empowered team representing editorial, commercial, technology, data, and design to formulate ways to meet those needs.

This view of the future of news enterprises — not just newsrooms — also teaches us that teamwork is a key skill we need to work on in journalism education and professional development. I will confess I have not cracked how to teach journalists to work with business people, technologists, data people, and designers when I don’t have those constituents in our student body. Any ideas?

But the fundamental underlying skill that all this talk of product development leads us to is listening. We’re not very good at that in the news business. Oh, yes, our reporters do pick up the phone and listen for the quotes they need to fill in blanks in their stories but that process begins with us; it is media-centric. We must shift so that news becomes public-centric.

AUDIENCE: In related news, I was heartened to see that audience development ranked high in our study as a necessary set of skills.

I’m afraid I despise the job title. “Audience” (as in “the people formerly known as”) is a passive, media-centric concept. “Development” and its frequent synonym in the industry and this report, “growth,” are also media-centric: But enough about you, please come read/like/share/comment on my story. Too much of audience development is about using so-called social media to market our content. This is the last gasp of the old, mass-media reach-based business model.

I am relieved to hear again and again in the newsrooms I visit and the conversations I have with media executives — including business heads — their acknowledgment that the reach model is doomed by advertising abundance and commoditization, not to mention competition from the platforms and ad tech.

So I shouldn’t quibble. “Audience development” is a critical, strategic start toward putting the public first in our work. What we need to explore now is where it goes next (and that is why we at Tow-Knight next plan to convene a community of practice around audience development). At our community of practice meeting of product development geniuses, I heard the rumblings of yet another new job on the horizon: audience advocate. That is a critical role in the early stages of product development — observing, listening to, and discerning needs of the communities we serve. The product development folks said this is also an important skill to invoke once the product is built, so a product team doesn’t revert to defending their product against change and improvement.

Here is a case where we in a journalism school tried to get ahead of the industry. Seeing the need for developing richer relationships with the communities we serve — or more accurately betting on the come — CUNY developed a new degree in Social Journalism, led by Carrie Brown, to prepare journalists for this new and strategic skill of becoming servants to the public’s needs. We frankly could not guarantee that they would be hired. After graduating our first class, I can report with great relief and pride that our graduates are being fought over by innovative news companies. The bet paid off.

MANAGEMENT: The next frontier in my own thinking revolves around the need to produce more innovative leadership for the industry — and not just in newsrooms.

In their report, Stencel and Perry note that demand for management ranks low in their surveys. But as they interviewed some of the smartest (young) innovators and leaders in our industry — see comments from Elizabeth Green of Chalkbeat and Brian Boyer of NPR — they heard a strong desire for better management and more management training.

I am hearing this again and again: As our industry is finally smart enough to promote younger innovators or fund their visions, we are leaving them ill-prepared to handle tasks that are still required of managers, from motivating staff to negotiating partnerships to driving revenue growth. I also see an urgent need to teach change management to our news executives of today and tomorrow. I’m asking myself how we can help meet this vital need in my school. Please help me think this through.

Two more notes:

First, I’m not sure what to do with the report’s finding about newsrooms’ hunger for coders. Since we started our school, I’ve argued that we should not strive to produce the elusive unicorn, the coder-journalism, the hack-hacker, in all students. I think that was right when it comes to every student; we don’t have time to squeeze comprehensive coding training into the curriculum for all. But I’m glad to be proven wrong when it comes to some students’ desire for specialization. The other day, I was delighted to hear that the coding courses my colleague Sandeep Junnarkar has developed are selling out. My friend at Columbia, Emily Bell, tells me they are having similar success now in their combined journalism/computer science program. All students leave CUNY able to work with coders; they are literate in it. Some students leave able to code; they can become leaders just as those who specialize in data or VR or social journalism will.

This is one example of how I now believe we need to offer specializations and certify students’ skills in them — whether in coding or visual storytelling (much about that in the report) or what’s next (VR and immersive experiences? ubiquitous live reporting? advocacy? platform relationships?).

Second, the report makes me reflect on a shift in the locus of innovation in our industry. When we started the J-school almost 10 years ago, I pushed to include entrepreneurial training — leading us to develop a degree and advanced certificate in the field, a program run by Jeremy Caplan — not only to teach journalists the business of journalism but also to recognize that real innovation in news was coming from startups and we needed to support that.
Now, in this report, we see how startups — digital pure-plays in the inelegant argot of the day — are still, unsurprisingly, ahead of their media forebears in recognizing the importance of, say, product development, audience development, and innovation management. But the big news from this report is that the leaders of legacy companies are no longer smugly, curmudgeonly insisting that all that matters is preserving the fundamentals of traditional journalism: reporting, story-telling, editing, news judgment. Those skills are by no means outmoded. They are presumed. To preserve and sustain the fruits of journalism today and in the future, our news organizations need — and journalism schools need to develop — the host of new skills outlined in this report: the new superpowers.

Social Journalism: Apply & hire now!

We are not far from the end of the first year of our new degree in social journalism at CUNY and I couldn’t be prouder of what the students and the faculty are accomplishing. (If you are interested in being part of the second class, now is the time to apply.) My best accomplishment in helping to start this degree was recruiting the amazing Carrie Brown to head the program.

I am learning a great deal from Carrie and our students as we grapple with some fundamental questions about the nature of journalism as a service, about the idea of internally focused vs. externally focused journalism, and about a community’s definition of itself. We have been looking at whom we serve in a community — and whose behavior we thus set out to change. We have been asking what the appropriate measures of success — of impact and value — should be. We, of course, we are learning much about the impact of new social tools on journalism and gaining skills in that realm as a result.

And we are producing a class of high-powered pioneers. At the Online News Association confab in L.A. a week ago Carrie and I found employers dying to get their hands on our soon-to-be graduates. When Sarah Bartlett and I came up with the idea for this degree, we knew we were betting on the come: that news organizations would need the journalists we would educate in this program. A damned good bet.

I asked Carrie for an update for you about what our students are working on in their practicums (practica?) in the communities they have chosen to serve and in some cases in internships in media companies. A sample of their work:

A photo posted by Carrie Brown (@brizzyc) on

* Pedro Burgos has been teaching himself to code beyond what he learned in class and has built a sentiment analyzer using IBM Watson’s API to allow him to examine what kinds of Facebook strategies produce the best comments and dialogue. He has interviewed experts in improving comments from around the country as well. Pedro loves to challenge me in class discussion and I relish that for through that we are exploring new metrics that should guide our work in journalism.

* Luis Miguel Echegaray is interning this semester at Vice. He is also live blogging soccer in Spanish for The Guardian, which has garnered them a lot of traffic. Luis is also working to build his The Faces of Soccer website. He is going to be working with South Bronx United, a nonprofit org that not only offers soccer coaching but school tutoring. Luis intends to become the Anthony Bourdain of soccer. He will succeed.

* Rachel Glickhouse is interning this semester at Medium. She’s also freelancing for a number of outlets, including Al Jazeera America and Quartz. We are impressed by how her work helped one man get his deportation stayed. At Medium, Rachel is assisting with audience engagement and involving journalism schools in an upcoming investigation. She’s also developing her practicum to start a conversation on Medium and social media about the difficulties of becoming a legal resident in the U.S.

* Deron Dalton is interning with the Daily Dot. In addition to other stories, he is using the expertise he has developed serving #BlackLivesMatter there. He is also developing resources for journalists on how to cover the movement.

* Julia Haslanger is working with Chalkbeat to study how the organization can continue to grow its readership and engagement. Her journalism salary survey – results posted on Medium – has gotten a lot of attention and reaction, and she was invited to speak at The Media Consortium as a result. She is also doing research for the Kettering Foundation, interviewing social media and community engagement editors in newsrooms to learn more about how they approach their jobs and the skills they need.

* Nuria Saldanha — who first completed our certificate in Entrepreneurial Journalism — conducted her first media skills training in partnership with the Facebook Innovation and Entrepreneurship Lab in the Heliópolis favela in São Paulo this August. People are learning how to use mobile devices to create text/photos/video. This is of particular benefit to small business that primarily use Facebook to promote their businesses. Facebook can use the Lab as a pilot project and expand it to other favelas and countries in Latin America. In collaboration with people she trains in media skills, she will produce 10 to 20 videos with elderly people from favelas, who are not familiar with the internet. Many of them migrated to the area while fleeing extreme poverty, moving São Paulo and Rio de Janeiro looking for a better life, but most ended up living in favelas and working in very low-skill jobs. She is also volunteering for BrazilFoundation, an organization that raises money to support social projects in Brazil, most of them related to her community.

* Emily Goldblum skipped the interim step of an internship when she was sought out for a job at The Odyssey. Her task there is to crowdsource stories from college students about a variety of topics. Her main goal is to diversify content with a specific focus on LGBTQ communities and has been working to cultivate more writers interested in writing about queer-focused topics.

* Aaron Simon has developed The Greenburg Post, an experimental community-journalism platform that seeks to collaborate with the residents and businesses that call North Brooklyn home. He has been reporting on a toxic Superfund site in the community and crowdsourcing stories and data about how the pollution has affected local residents.

* Sean Devlin is currently in Ireland interviewing Irish students who have participated in the J-1 graduate visa program, which allows them to spend 12 months in the United States interning and traveling. He has been serving the Irish community in New York for the past nine months and now went to the source to ask how social media (Facebook, Twitter, and WhatsApp) help Irish people in the U.S unite and get information.

* Erica Soto is working on a new kind of crowdfunding site for independent music artists. She writes: “SupportTour is Kickstarter meets Honeyfund for the indie musician on tour. At SupportTour, artists engage with fans by allowing them to participate in their tour experience. Instead of giving money for albums or studio space, fans purchase items directly for the artist. Just as Honeyfund allows users to register for honeymoon needs, artists will be able to register for tour needs such as hotel rooms, meals, additional gear and more. Fans then decide how they’d like to support the artists. They’ll even receive rewards when items are purchased. It could be a signed album, concert tickets, a secret Skype session or even a private dinner with their favorite artist. This is a chance for fans to become more involved with musicians on the road and for musicians to offer new incentive and creative fan experiences.”

* Adriele Parker’s goal is to “gather content to inform and share the stories of [African-Americans] that are suffering (or have suffered) from psychological disorders” and to reduce the stigma surrounding mental health issues. She has developed a “Our Stories in Light” podcast to share stories and it also continuing to develop a website.

* Betsy Laikin is building a media platform for women from the Middle East and North Africa currently residing in New York, in conjunction with her work at Women’s Voices Now. This will include community-produced written stories, audio podcasts, photography, and videos.

* Cristina Carnicelli Furlong organized an impressive roundtable with the American Society of Newspaper Editors and is building resources to educate reporters about how to cover pedestrian safety in New York.

In addition to all that, Carrie has announced a partnership with Storyful to train social journalists. Here’s some of what Carrie has learned so far.

If you are a journalist who wants to challenge the way that journalism services the public, then come apply. If you are an employer who wants these innovative journalists to help you change how you do journalism, let Carrie or me know.

Calling all entrepreneurial–and social–journalism educators

At CUNY on July 16 and 17, we are holding our second annual summit for entrepreneurial journalism educators and combining it with our first annual summit for social journalism educators. Two, two, two mints in one.

Here’s the sign-up.

We will start the day on Thursday, July 16 focusing on entrepreneurial journalism education, this year focusing on the teaching of design thinking and once again sharing best practices. That afternoon, we will join with social-journalism educators to share problems and solutions. And, because unconferences are de regueur, we’ll reserve time to break into discussions that you want to have. The next morning, we will shift our focus to social journalism education. Because this field is so new, we will focus on defining what social journalism is: definitions, pedagogical goals, and the relationship with mainstream journalism education.

My colleagues at CUNY — Jeremy Caplan from entrepreneurial journalism and Carrie Brown from social journalism — and I will share our experience teaching in both fields.

You should sign up and come if you teach or want to teach in either field. Everyone is welcome to stay for both halves as we figure there will be much overlap.

This was a great event last year at which we shared many best practices and solutions to each others’ problems. It is back by popular demand.

Geeks Bearing Gifts: New roles for journalists

A two-fer today: I’m posting the last two chapters of the first section of Geeks Bearing Gifts as they are both about new roles and relationships for journalists: one explores engagement, collaboration, and membership; the other looks at the journalist as organizer, advocate, and educator. Earlier drafts of these chapters have appeared online before. Tomorrow, I’ll start posting chapters about new forms and business models, which haven’t appeared before. Snippets from these two chapters:

Screenshot 2014-12-16 at 12.49.26 PM

What would it mean for members of the community to be truly engaged in news? At the high end of collaboration, a news organization and its journalists could stand ready to complete the assignments conjured up by a community: “We need to know this,” the community says, “and we want you to use your power as a convener to bring us together to gather this information and then to add journalistic value to that work.” True, the community could organize its own task through, say, Facebook or Twitter. But the news organization can help by convening the work, by instructing people how to meet their goal, by verifying facts, by adding context and explanation, and by offering organization.

What does a member give to become a member? Membership is seen by some as just another word for subscription: Give us your money and we will give you access to see our content. It’s another way to say “customer.” A member might well give money to support a journalistic endeavor but a true member will likely want some voice in return. Of course, a journalist will want to make sure that she is not co-opted by her patron’s funds. Journalists should also see that members can contribute value in ways other than money: giving ideas, tips, content, promotion, effort. Membership requires an exchange of value, with each side of the transaction giving something to get something. 

There is one other way to look at membership, one that does not put the news organization at the egocentric middle of the Venn diagram but at the edge: The community already exists and the news organization is just another member of it, contributing value to receive value. . . . Membership is not just a tollbooth. It is a two-way street.

Screenshot 2014-12-16 at 12.54.48 PM

“Community organizer” sounds like a punchline to a Fox News joke about Barack Obama. But if news organizations are to serve communities, they often need to act as community organizers to marshal the forces of communities in very practical ways: listening to their needs, drawing their attention to an issue, convening them to gather together and discuss the issue, urging them to action, and helping them reach their goals. That would seem to violate our professional myths of objectivity and distance — that, like the crew of the Starship Enterprise, we operate under a Prime Directive not to interfere with other life forms, only to observe them. But the truth is that news organizations have long convened communities to take action — isn’t that our desired outcome in investigative (that is, crusading) journalism: to get our readers to demand action of government, to have an impact, to bring change? I’ll avoid the tired battle over journalistic objectivity and confess that on this question I have a strongly held belief: We are not objective. 

If traditionalists in my field haven’t already crumpled up this essay — or whatever one does in disgust, post-paper, with a digital screen — at my contentions that we are not in the content business and are not first storytellers, this may cause them to strike a match or pull the plug. Still, I’ll go even farther and argue this: If it isn’t advocacy, it isn’t journalism.

Read the rest of each chapter here and here. If you can’t wait for the rest, then you can buy the book here.