Professional Documents
Culture Documents
Contents
Foreword: Christopher Warren Introduction 1.
The Media Alliance thanks: Greg Barila Renee Barnes Sophie Black Tim Burrowes Jonathan Green David Higgins Sean Hogben Glenda Kwek Peter Lewis Fiona Martin Ross McCaul David McKnight Penny ODonnell Julie Posetti Mark Scott Margaret Simons Ricky Sutton James Turner Claire Wardle ANZ Bank Australian Broadcasting Corporation Essential Media Communications Copyright Agency Limited Guardian News and Media The World Association of Newspapers Goldman Sachs JBWere PricewaterhouseCoopers Fairfax Photos Researched and written by Jonathan Este, Christopher Warren, Flynn Murphy Design by: Luke Gover, Gadfly Media Approved by: Christopher Warren Media, Entertainment & Arts Alliance 245 Chalmers Street Redfern NSW 2016 Cover: The Sydney Morning Herald newsroom, election night 1970, top. ABC 24-hour news control room, below
3 4 5 6 9 12 13 18 18 19 19 21 22 25 25 26 27 28 29 30 31 32 34 35 38 43 45 48 48 49 51 52 56 59
Rising from the ashes Newspaper circulation Advertising revenue flowing into the news media Page count analysis Company round-up Our changing jobs Morale Workload, hours and work-life balance Pay Quality of work/output Training Our audience and what they think of us A public good Where do people get their news from? What sort of news are people interested in? Why do people want news? How do people feel about the way the media covers news? Who do they trust to tell them the news? Are individual journalists important to people? Will Australians pay for news online? Online tools, toys and techniques New ways of finding stories New ways of telling stories New ways of finding audiences Getting audiences involved The way forward After the fall of Rome a new republic of news? What can the commercial news media do? What can journalists do? What can government do? What can media unions do?
1.1 1.2 1.3 1.4 2. 2.1 2.2 2.3 2.4 2.5 3. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 4. 4.1 4.2 4.3 4.4 5. 5.1 5.2 5.3 5.4 5.5
References
Introduction
In March 2010, the Organisation for Economic Co-operation and Development (OECD) released its landmark report, The Evolution of News and the Internet, with the compelling message: The economic foundations of journalism have to be rethought. The OECD report nailed the essential conundrum at the heart of the news business in 2010 while it has never been easier, quicker and cheaper to access news currently few of the online distribution models are generating significant revenues and those which do are often not directly linked to the newspaper industry.1 Since the Media Alliance released its first report, Life in the Clickstream, in November 2008, the pace of change in the Australian news industry has quickened. The years 2008 and 2009 were characterised by job losses at the major newspaper and magazine houses between them Fairfax Media, News Ltd, West Australian Newspapers, APN and ACP shed about 700 jobs, rationalised many of their production roles into centralised at times outsourced production hubs and shared more copy. The past 18 months has also been a period of digital experimentation and expansion most major news companies have extended their slate of offerings to include new online ventures. That they have done this while rationalising their print staff hints at a gradual transformation of the workforce in newsrooms. A report released in April by the International Federation of Journalists highlights this contradiction at the heart of most commercial news models. New technologies have opened up fantastic possibilities to gather, compare and draw conclusions from huge amounts of information (...); however journalists are frustrated by the way in which some media companies are denying them sufficient resources to take full advantage of the changes.2 The report identified ways to develop new forms of journalism such as collaborative journalism, augmented reality journalism, more investigation and more immersion in the subject of the reports. But this development of journalism as a public good needs time, adequate training, resources and commitment to the values of journalism as a public good, says IFJ general secretary Aidan White. Our employers have a blinkered view. They see only the need for profit. They sacrifice quality, they cut jobs and working conditions, they deny journalists the right to form unions. This lack of vision and commitment to the future is profoundly destructive. In order to prepare the second in our Life in the Clickstream series, the Media Alliance commissioned Essential Media to conduct two surveys. One was a public poll of attitudes towards journalism in Australia and examined how and why people access news, their levels of trust in various platforms and their willingness to pay for news content online. The other survey was of journalist members of the Media Alliance and asked about working conditions, pay, levels of training and morale. The results are comprehensively covered in chapters 2 and 3 of this report. Also included in these sections are preliminary results of a larger research project being undertaken by the Walkley Foundation in partnership with the University of Sydney and the University of NSW. The project, which is backed by funding from the Australian Research Council, will involve interviews with 100 of Australias most senior journalists who have given their in-depth, personal views on how quality journalism will need to adapt to survive the digital revolution. The full results of that project will be published next year. If the first volume of Life in the Clickstream was a call to arms, alerting the Australian news industry to the scale and pace of change, the second aims to discuss journalism as a continuing public good and necessary building block for democracy and good governance, and explore some possible future directions to ensure that these vital functions of journalism are Phishing expedition: Australian audiences can now get their news from a seemingly endless array of sources Image by Peter Riches/AFR preserved and enhanced.
Turmoil in the US
The US newspaper market was hit particularly hard, declining by 30 per cent between 2007 and 2009. According to the World Association of Newspapers (WAN), 166 US newspapers have either closed down or stopped publishing a printed edition since 2008.3 According to Paper Cuts, a US site which tracks newspaper layoffs and buyouts, there have been nearly 35,000 job losses or buyouts in the US newspaper industry since March 2007.4 State of the US News Media 2010, a report released in March by the Pew Foundation as part of its Project for Excellence in Journalism, says US newspaper advertising revenue fell by 29 per cent in 2009, while local television saw a 22 per cent drop in 2009 triple the decline of the year before.5 The Pew report found other media didnt fare much better. Radio was down by 22 per cent; magazines 17 per cent; network television 8 per cent and even online advertising revenue was down by about 5 per cent. Nearly half of the 37 publicly traded media companies for which there are current data lost money in 2009.6 Cable news was the one sector that didnt lose significant money in the US last year as news companies reported spending an estimated US$1.6 billion less on reporting and editing than they did 10 years ago.7
Depression in UK press
In the UK things were almost as bad, especially in the newspaper market. According to the latest published circulation figures, sales at the quality end of the UK national newspaper market continued to tumble in the September quarter: The Times was down 14.35 per cent year on year, the Daily Telegraph dropped 17.33 per cent and The Guardian also dropped 12.61 per cent. The Independent, which was sold last year for 1 to former KGB agent Alexander Lebedev, was down by 2.89 per cent, the Daily Express by 8.94 per cent and the Daily Mirror by 6.12 per cent. One of the few bright spots in the UK popular newspaper market was the Daily Mail, where year-on-year circulation fell only 0.09 per cent.
Figure 1: Estimated newspaper publishing market decline in OECD countries, 2007-2009 (in per cent) Source: OECD calculations based on data of PricewaterhouseCoopers LLP
Figure 2: Circulation, September quarter 2010, Australian metropolitan and national mastheads Source: Audit Bureau of Circulations, Australia
Whereas just over 16 per cent said they bought newspapers back in 1990, these days this figure has fallen to just over 10 per cent of the population (see Figure 4). When it comes to readership, 38 per cent of respondents to our own survey said they read a newspaper daily. This is borne out in chapter 3, where we discuss the audiences reading habits. Analysis based on published circulation and readership figures by media commentator Margaret Simons in 2008 suggested that readership varies between 2.5 and 5 times circulation.11 There is more work to be done in this area, particularly studying circulation and readership across generations.
Figure 4: Sales of national and metropolitan mastheads against population growth in Australia, 1991-2010 Source: Audit Bureau of Circulation, Australian Bureau of Statistics
Figure 5: Sales of metropolitan and regional newspapers in New Zealand from 1999-2009 Source: New Zealand Audit Bureau
Figure 6: NZ newspaper sales per 1000 people over the period 1999-2009. Source: New Zealand Audit Bureau
Figure 7: Newspaper readership by generation, USA, 1972-2002. Source: The Vanishing Newspaper, Philip Meyer
act FY08 5.90% 3.90% 5.10% 27.90% 27.00% 5.80% 18.20% 8.20% 8.70% 6.00% 27.20% 8.70%
act FY09 -9.20% -4.70% -7.40% 5.60% 18.50% -4.00% -9.00% 0.10% -4.10% -7.70% 16.40% -4.10%
est FY10 -4.40% -13.60% 5.20% 13.50% 14.30% 2.40% 3.00% -2.10% 1.90% -0.80% 14.20% 1.90%
est FY11 5.50% 3.50% 10.00% 13.80% 22.10% 6.00% 12.40% 6.00% 10.10% 7.40% 20.90% 10.10%
est FY12 3.30% 3.50% 7.40% 10.00% 15.00% 6.00% 10.00% 6.00% 7.40% 5.40% 14.30% 7.40%
est FY13 3.00% 3.20% 6.40% 10.00% 13.70% 6.00% 8.70% 6.00% 6.90% 4.90% 13.20% 6.90%
All of this has come off the back of two very poor years for news organisations, which have suffered large declines in the volume of advertising revenue flowing in to all sectors except online.
Print media
Figure 9, which is based on data kindly supplied by the Commercial Economic Advisory Service of Australia (CEASA), illustrates the extent to which advertising revenue to the various print media sectors dropped off over the past year. Indexed to 2000 dollars, it becomes clear that metropolitan daily newspapers have suffered the worst of the downturn in advertising revenue, which in 2009 fell below its 2000 level. In absolute dollar terms, it is clear from Figure 9 that the total advertising revenue to metro dailies weakened considerably last year, falling by 18.7 per cent or nearly $350 million dollars. However most analysts, including GSJBW, PwC and Credit Suisse (in a sector review released March 2010)13 now believe the market has bottomed and that Australian news organisations can look forward to increased advertising revenue. PricewaterhouseCoopers expects the Australian newspaper advertising market to show compound annual growth of 2.8 per cent a year to 2014, and magazines to net 2.4 per cent a year over the same period.
Television
Australian free-to-air television (FTA) continues to enjoy a 99 per cent home penetration rate.14 While FTA advertising declined 7.6 per cent in the 2009 calendar year according to PwC it has recovered quicker than anticipated. PricewaterhouseCoopers anticipates that free-to-air TV will see 3.9 per cent per annum growth in advertising and licence fees over the next five years. But Credit Suisse (CS) predicts commercial audiences will continue to decline, owing to increased competition from pay TV, which it predicts will eclipse FTA in audience share by the 2012 financial year. The Australian pay TV industry remained relatively strong through the global financial crisis. According to OzTAM, the household penetration of digital television increased by 40 per cent over 2009, but with five new digital channels launched last year, and 11 free-toair channels in the Australian market, CS predicts the existing audience will be cannibalised.
Radio
A Credit Suisse (CS) media sector review published March 2010 holds that the Australian radio industry has proved resilient during last years media advertising downturn. Metro radio advertising revenues declined 2.7 per cent in the 2009 calendar year, much less than the total Australian advertising decline figure of 8.3 per cent for 2009. (It should be noted that this total decline figure includes outdoor and transport advertising, which performed poorly, dropping 11.9 per cent on the previous year). However, when this figure is adjusted to include regional and rural radio, we see an overall radio advertising decline of 5.6 per cent.15 Advertising revenue to commercial radio is forecast by PwC to grow by 1.7 per cent a year to 2014. CS predicts that radios resilience will lead to a more modest recovery, forecasting 2010 advertising growth in the sector at a more modest 1.5 per cent, lower than their projections of growth in metro TV and pay television, online advertising and newspaper advertising (5 per cent, 12.5 per cent and 2 per cent respectively). The way audiences consume radio programming has been changed by the web and now-ubiquitous podcasting, as well as last Julys introduction of digital radio in mainland capital cities, but according to Credit Suisse the number of Australian radio listeners has increased at a rate slightly above population growth, and more than 96 per cent of the population of Australias capital cities listen to radio at some point during their week.
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Online
Meanwhile online is widely forecast to trump all other media sectors, with PwC predicting strong growth of 15.4 per cent per year to 2014, although off a relatively low base. The same analyst predicts that mobile internet advertising, buoyed by the rapid development of smartphones and tablet computers, will grow at a compound average of 73 per cent per year to 2014.16 Online advertising revenue still represents only a small proportion of the total advertising revenue flowing into the media (see Figure 10), but for newspapers, digital advertising is becoming an increasingly valuable component of their revenue mix, exhibiting compound annual growth of 13.5 per cent to 2014 to represent 10.9 per cent of all advertising revenue flowing into newspapers.
11
Figure 12: Annual change in newspaper, internet and total job advertisements, percentage change from 12 months earlier Source: ANZ job advertisements series, November 2010
12
Serious business: media companies are building new growth strategies after two years of attrition Image by Glenn Hunt / AFR
13
At a glance
Net profit Market capitalisation Sales EBITDA Net debt Enterprise value
Source: GSJBW
At a glance
Net profit
$278.7m
14
At a glance
Net profit Market capitalisation Sales EBITDA Net debt Enterprise value
Source: GSJBW
At a glance
Net profit Market capitalisation Sales EBITDA Net debt Enterprise value
Source: GSJBW
At a glance
Net profit Market capitalisation Sales EBITDA Net debt Enterprise value
Source: GSJBW
15
At a glance
Net profit Market capitalisation Sales EBITDA Net debt Enterprise value
Source: GSJBW
At a glance
Net profit Market capitalisation Sales EBITDA Net debt Enterprise value
Source: GSJBW
Austereo (AEO)
At a glance
Net profit Market capitalisation Sales EBITDA Net debt Enterprise value
Source: GSJBW
In the most recent survey, Austereo cemented its position as Australias leading FM radio broadcaster and also claimed the title of being Australians number one radio website. AEOs ad revenue for the first quarter of FY2011 was up 16 per cent compared to 12 per cent for the radio market as a whole. This is largely due to a strong performance by Triple M, according to a brokers report from The Royal Bank of Scotland. RBS forecasts that AEOs ad revenue is likely to increase by 8 per cent in FY11, slightly ahead of the market as a whole. In its annual report, Austereo said it was well-positioned to increase its revenue from its online offerings having rolled out a suite of mobile streaming applications and m-sites. The iPhone app was downloaded 200,000 times since its launch in July, the report said. The company stresses the synergies between radio and online platforms and plans to focus on revenue opportunities in this area.
16
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2.1 Morale
The digital revolution remains both exciting and full of trepidation for people in the industry. Morale in big media companies has been hit by a series of redundancies which has seen more than 700 people lose their jobs in big newsrooms around the country since 2008. For newspaper production staff, the move by both News Ltd and Fairfax to consolidate sub-editing functions in centralised hubs has also hit morale by loosening the bonds between sub-editors and the sections (and in some cases, the mastheads) on which they work. How do you feel about your career prospects? However, there is a discernibly more optimistic air among journalists in 2010. The general feeling is that the days of wholesale job losses are over for the foreseeable future. Positive outcomes in negotiated workplace agreements at many of the major media houses have helped foster a more positive outlook in newsrooms, while freelance journalists have been heartened by the ACCCs ruling which will allow them to bargain collectively for better rates through the Media Alliance. There is also a better general understanding of whats going on than there was two years ago when the digital revolution Positive was seen by many as a leap into the unknown. Journalists are Negative Neutral becoming more comfortable with the new tools and technology being introduced in newsrooms and are quite excited at the prospects offered by the development of new Figure 13: How do you feel about your career prospects Source: Essential Media platforms such as the tablet. We asked journalists how they felt about their career prospects and 47 per cent said they were either positive or very positive while only 32 per cent said they were negative. How do you feel about the future of journalism? When asked about the future of journalism this air of optimism was even more pronounced, with 53 per cent answering that they felt either positive or very positive and only 23 per cent saying they felt negative (including just 3 per cent who felt very negative). When we asked a similar question in 2008 only 19 per cent were positive, 35 per cent negative, 39 per cent said they would just accept change and try to work within it and 6 per cent said the future was something they tried not to think about. The overwhelming message from Alliance members through the latest survey is that most journalists are increasingly aware of the possibilities presented by online and multimedia journalism. They are concerned at what they perceive as a lack of training which may not allow them to take full Figure 14 : How do you feel about the future of the industry Source: Essential Media advantage of those possibilities.
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Figure 15: Has your workload increased or decreased in the past five years? Source: Essential Media
2.3 Pay
Asked whether they were compensated for the extra work and longer hours they were working, once again the majority (59 per cent) said they werent. Some 31 per cent said they were given time off in lieu of the extra hours worked, while 10 per cent said they had received extra remuneration to reflect an increased workload. This is very similar to the response to our previous survey. The number of people reporting increased pay has decreased slightly, from 14 per cent. One respondent commented: The most important thing is getting management to understand that all these great ideas mean extra work, and that means extra staff, extra pay, or allowing us to claim time off in lieu. I think it's important they recognise the
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Figure 16: Are your being compensated for the extra workload in terms of extra pay or time off in lieu? Source: Essential Media
value of what we do. Pay was seen as a priority for the Media Alliance: We're all doing more, with less staff and fewer resources. Can the Alliance introduce these new skills to the J-scale so that it's easier to argue for pay increases? wrote another journalist in the survey. Many argued that the development of cross-media skills deserved to be recognised and rewarded: Photography/video should be separate skill sets attracting bonus pay, wrote one reporter. Technology has moved on so far since we negotiated a technology increase years ago, was another comment which reflected the sentiment of many respondents working for mainstream media organisations. Freelancers were particularly concerned at static or falling word rates: We have no guarantee as to when we will be paid for our work and payment rates can stay unchanged for years, wrote one, while another commented: Freelancers have to pay for all their own resources, training, super and yet organisations still insist on paying us a basic hourly rate yet still want work created at premium quality. It is becoming increasingly difficult to maintain high standards and receive ongoing work when costs are cut.
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Figure 19 : What level of training are you receiving to face the challenges of new media? Source: Essential Media
60% 40%
2.5 Training Training or the lack of it, remains the biggest concern across the board among Alliance members. Asked what sort of training they had received, only 5 per cent replied they had received comprehensive and systematic training. Some 54 per cent of respondents said they had received no training at all and were simply expected to pick up new skills as they went along, while 42 per cent said they had received just the training I need to do my work. This suggests that little has changed since our previous survey in which 2 per cent said they had received comprehensive training, 41 per cent said they had received just enough to do their work and 57 per cent said they were expected to pick up new skills as they went along. As Figure 19 illustrates, nearly two-thirds of respondents to the Alliance survey said that they had been expected to develop new skills as part of their work. The variety and scope of these new skills varies from workplace to workplace and among freelancers who have been expected to develop new skill sets in order to market themselves and deliver content in the new formats that media outlets often require such as accompanying video or podcast. More than half of respondents (52 per cent) said their media organisation was now using video as an online tool, while two thirds (64 per cent) use photo-galleries (see Figure 20). After a sceptical start among news executives, social media tools such as Facebook and Twitter are gaining increasing acceptance as ways to source stories (44 per cent) and to reach new audiences (52 per cent). Some 59 per cent of respondents said their organisation used blogs as part of their online offering. At the root of virtually every other concern from quality to career prospects to work-life balance, there is a reference to the lack of training. Journalists with years of experience are being excluded from jobs because they have no digital experience, wrote one respondent, urging the Alliance
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to persuade employers that if they expect us to update our skills, e.g. with new technologies, they should provide appropriate training and not just expect people to learn on the job. Many of the respondents said they felt that their organisations should institute a specific training schedule: hours/days per year, plus programmed training for new technology, not loosely structured when we can manage training in between daily tasks. One theme that recurred was that news companies were either deliberately excluding some older journalists from training in new media skills or were unconsciously restricting their senior production journalists access to training with the result that they will be defunct and without jobs and the readers/audience will definitely be poorer if many of those super smart, learned, experienced people fall by the wayside. One respondent had this to say about the issue: So many great reporters/editors are still Luddites, so are displaced by techno-savvy bodies with few key journalistic instincts or ethics. Our industry needs to be guided by the few old hands who are tech savvy, leading the two-finger typists with incomparable contacts and news sense to tell their stories in different ways, with the aid of the new digital crew. This learning from each other will benefit both and equip both groups for productive futures.
Areas of concern included writing for the web, audio and video editing, web design, the principles of social media, photography and slideshows, I work in online news and tend to be one of the first ones to figure out technology (eg. social media sites) and then be asked to train other people mostly informally, one respondent wrote. We have systems in place that should allow training to occur but there is apparently never enough room in the roster for it to happen training is always put off until a point in time at which everyone has had to figure it out for themselves anyway. One response illustrated the general awareness that an understanding of online journalism is needed in order to contribute to the development of better online news offering: Greater education in the compilation of the web-based paper, the publishing software behind it, to be able to make illustrative suggestions on stories.
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Discussing the narratives of politics and the future of journalism at the 2010 Walkley Media Conference: (from left) Laurie Oakes, John Nichols, Malcolm Turnbull, Annabel Crabb, Quentin Dempster and Christopher Warren
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Not surprisingly, journalists overwhelmingly believe that what they are Agree 60% doing provides a public good and that without their work, society would Disagree 9% be worse off. Our survey of journalists found that 93 per cent agreed Strongly agree 16% with that statement, 66 per cent of them strongly. But when we asked the same question in a survey of the general public Agree 44% about their attitudes to journalism and their news consumption habits, Neither agree nor disagree 31% only 63 per cent agreed, only 16 per cent saying they strongly agree. Disagree 7% Some 8 per cent either disagree or strongly disagree. Strongly disagree 2% Acting on behalf of the Alliance, Essential Media surveyed 881 members of Figure 22: Journalisms job is to provide a public good without which society would be the public across a range of locations, income groups, age ranges and worse off. Do you agree? educational backgrounds about the way they consume news, the level of trust they place in various news platforms and their willingness to pay for news online. The data provides us with the first reliable picture of how and why Australians are accessing news and information, what sort of information they want and how much value they place upon it.
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Television remains the most important way for Australians to get news with 46 per cent of people nominating TV as their primary source. 46% However a growing number of people (26 per cent) now cite the 11% internet as their primary source of news, eclipsing newspapers (14 per 14% cent). Radio is the primary source of news for 11 per cent of people while virtually no-one relied on magazines for accessing news. In fact >1% more people, 2 per cent, said they didnt regularly consume news. 26% Older respondents were more likely to state that their primary source 2% of news is newspapers or radio. Of those aged 50-59, 20% stated radio as their primary source of news, while 21% stated newspapers as their primary source of news. Of those aged 60+, 17% stated radio, and 26% stated newspapers as their primary source of news. Younger respondents were more likely to state that online is their primary source of news, with 37% of those aged 18-29 and 51% of those aged 30-39 selecting this media. And some 40% of those with a degree or postgraduate selected online as their primary source of news. Those people who access news online tend to rely most heavily on newspaper websites, with 75 per cent of respondents saying they went to major newspaper sites for their news. Some 63 per cent of respondents also said they relied heavily on the websites maintained by mainstream news organisations, such as news.com.au and ninemsn.com.au. Just over a third of people (39 per cent) regularly visit international news sites such as those run by the New York Times and The Guardian. Some 36 per cent of people said they sourced their news online through search engines such as Google and Yahoo! This is far less than in the US where research by the Pew Foundation found that 56 per cent of consumers accessed news through search engines. Perhaps surprisingly, the ABCs website abc.net.au is down the list, cited by only 32 per cent of respondents as a site they regularly visit. Some 25 per cent of respondents said they accessed news via social networking tools such as Facebook or Twitter. This tallies with research published by Nielsen which illustrates that five of the 10 top websites for news and research in Australia represent newspapers, while the remainder (apart from the BBC and Fox Sports News) are associated with Australian news organisations.
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Weather National events/politics International events Business/finance Health Education Local news State events/politics Sports Arts/culture Entertainment/celebrity Traffic Science/technology
Figure 25 Source: Essential Media
77% 79% 76% 47% 63% 53% 82% 64% 50% 41% 38% 38% 57%
23% 20% 24% 51% 35% 46% 17% 35% 49% 58% 61% 61% 42%
39% 41% 35% 21% 26% 19% 41% 25% 25% 11% 12% 12% 22%
38% 38% 41% 26% 37% 34% 41% 39% 25% 30% 26% 26% 35%
20% 15% 20% 30% 28% 31% 15% 26% 27% 37% 35% 35% 30%
<1% 1% 1% 1% 1% 1% <1% 1% 1% 2% 1% 1% 1%
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I enjoy talking with friends, family about what is happening in the world I feel a special social/civic obligation to stay informed I find information in the news helps improve my life News provides me with entertainment, its a relaxing diversion I need to follow news for my job I dont follow news very much
Figure 26 Source: Essential Media
3% 9% 10%
2% 7% 8%
1% 2% 2%
11% 6% 4%
45% 16% 9%
2% 17% 28%
This research tallies strongly with similar research by the Pew Foundation already cited in this report. Americans have a slightly stronger notion of the civic function of news (69 per cent agreed with the same question in the Pew survey) but Australians are more likely to consume news for its social connectivity only 72 per cent of Americans answered this question in the affirmative. In their approach to news, Australians like the serendipity factor; 91 per cent agreed or somewhat agreed that they like coming across news about topics that they hadnt thought much about before. On the face of it, this is good news for the so-called legacy media models, that bundle of news stories assembled by an editor or executive producer which provides a mix of news and features to cover the must-have information and provoke interest in other topic areas.
I like coming across news about topics that I hadnt thought very much about before I only follow news about specific topics that really interest me I rely on people around me to tell me when there is news or information I should know about
Figure 27 Source: Essential Media
31% 22% 7%
9% 22% 63%
Some 78 per cent of people agreed or somewhat agreed that they only follow news about specific topics that really interest them. Far fewer people subscribed to the notion that they rely on people around them to keep them informed.
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3.5 How do people feel about the way the media covers news? First, the good news Australians overwhelmingly appreciate the importance of news to democracy. Some 74 per cent agreed that big news stories matter because they change the way people look at the world and make our leaders act in our interests. Only 5 per cent of respondents disagreed with this proposition. Further, 78 per cent of people felt that the media has an important role to play as a watchdog, especially over government and big business, compared with 5 per cent who disagreed. However a small majority of respondents, 52 per cent, felt overwhelmed by the volume of information, agreeing that there is so much going on that they dont have time to follow all the news. And 82 per cent of people feel that the media has become too obsessed with celebrity, 46 per cent agreeing strongly with this proposition. Only 4 per cent disagreed. This tallies with the relatively small number of respondents who said they were very interested in entertainment and celebrity when asked what topics they followed in the news. Some 54 per cent of people agreed that if an issue was really important, they would find out about it.
How do you feel about news?
Agree Disagree Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
There is so much going on these days I dont have enough time to follow all the news I cant remember the last time I read a story that changed the way I look at things The media is too biased to be taken seriously Big news stories still matter they change the way we look at the world and make our leaders act in our interests The media still has an important role to play as a watchdog, especially over government and big business The media has become too obsessed with celebrity If something is really important Ill find out about it
Figure 28 Source: Essential Media
52%
39% 41% 74% 78% 82% 54%
27%
34% 18% 5% 5% 4% 17%
8%
6% 12% 17% 22% 46% 12%
44%
33% 29% 57% 56% 36% 42%
21%
28% 40% 21% 16% 14% 29%
21%
29% 17% 4% 4% 3% 15%
6%
5% 1% 1% 1% 1% 2%
3.5.1 Newspaper reading behaviour Newspapers have always been a habit and circulation has depended on certain behaviour patterns reading a home-delivered paper at the breakfast table, for example, or during the daily commute to work. Changing behaviour patterns have challenged this habit and, increasingly over recent years, the growth in popularity of news to mobile phones and other commuter habits such as texting and using social media tools such as Facebook and Twitter from mobile phones have eaten into newspaper reading habits. When asked whether they had their newspapers home delivered or bought a paper to read one the way to work, 34 per cent of respondents agreed, 19 per cent of them strongly, compared to 53 per cent who disagreed. Once at work, in many cases the screen takes over. Only 29 per cent of respondents agreed that they read the papers at work, and of them only 5 per cent strongly agreed. Most worrying for newspaper companies, one of the strongest responses was from people who say they rarely buy a newspaper. Some 43 per cent of respondents said they rarely bought a newspaper, 17 per cent strongly agreeing.
What are your newspaper reading habits?
Agree Disagree Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
Reading a newspaper is part of my daily ritual; I have it delivered to my home or buy it to read on way to work I will read the papers at work I occasionally buy a paper when a story is of interest to me I rarely buy a newspaper
Figure 29 Source: Essential Media
19% 5% 3% 17%
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I use news websites and blogs to get information on issues that interest me Web-based news is quicker and more concise Web news trades off quality for speed I would rather wait and read a considered news report in a newspaper
Figure 30 Source: Essential Media
8% 5% 5% 11%
Source
8% 9% 8% 1% 6%
4% 3% 4% 15% 3%
Major newspaper sites Local newspaper sites Mainstream news organisations (news.com.au, ninemsn.com.au) International news sites (The New York Times, The Guardian) ABC.net.au Search engines (Google, Yahoo!) Blogs and news aggregators: Crikey etc Social networking: Twitter, Facebook etc
Figure 32 Source: Essential Media
7% 6% 8% 10% 19% 5% 1% 2%
4% 4% 4% 4% 4% 5% 24% 33%
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When it comes to online news, abc.net.au is the most trusted site 19 per cent of respondents regarded the site as always trustworthy, compared to 7 per cent who had that level of trust in major newspaper sites, 6 per cent for local newspaper sites, 8 per cent for major news organisation websites, 10 per cent for international news sites. Asked whether the quality of news journalism had improved or deteriorated over the past five years, 30 per cent of people said they thought it was better or much better, while 33 per cent thought it was worse or much worse.
Do individual journalists One of the buzzwords around news organisations is brand matter? it is fast becoming accepted wisdom that news organisations Always 3% need to build brand awareness around their journalists to attract loyalty from consumers. Usually 16% For newspapers considering subscription paywalls this is an Sometimes 35% area of great importance. Will the presence of big-name journalists on their mastheads be sufficient reason to coax Seldom 30% readers into paying a subscription fee for their websites? Never 16% When asked whether they took any notice of the journalist behind a news report or article, only 3 per cent of people said Figure 34 they always take notice, while 16 per cent said they usually do. Source: Essential Media Some 35 per cent of people said they sometimes took notice of the journalist. The table above (Figure 34) and word cloud on the next page (Figure 35) have implications for those who are putting faith in developing an individual journalists brand as a strategy for charging for content. We asked people whether they took any notice of who had written a story or filed a broadcast report. We found very few people always looked to see who the reporter was. When asked if there was a particular journalist whose work they followed, it was clear that, for the majority, it is the story, not the storyteller, that is the important thing.
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Figure 35: Can you name a journalist whose work you follow? Source: Essential Media
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In a recent YouGov survey of online behaviour in the UK, 83 per cent of respondents said they would not pay for news online. In the US, the Pew Foundation asked a similar question as part of its annual State of the News Media report and 82 per cent said that if their favourite website started charging for access they would go elsewhere to get their news. These seemingly unequivocal responses must be read with several caveats. Firstly, people pay for newsprint and many recognise that a large portion of that payment is for the printing, paper and delivery costs. Secondly, a growing number of people access news and information over their mobile phones or handheld devices. And finally, the introduction of the Apple iPad this year has established another subscription platform on which people understand they must pay to access content. The first Australian newspaper to introduce an iPad application, The Australian, reported sales of 8500 applications in the month after it was released at a cost of $4.99 per month. News Ltd has now rolled out iPad applications for its main metropolitan newspapers. Announcing a restructure of Fairfax Media, CEO Brian McCarthy said he was cautious about paywalls, but was more confident that mobile platforms, such as tablets and smartphones, would be a strong source of revenue. With mobile devices there is no doubt we will monetise at every opportunity where we can, he told investors in November.
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A great overseas example of social media use is US broadcaster National Public Radio (NPR). In a 2010 survey of their Facebook fans, NPR found that three in ten respondents had commented on an NPR.org story in the five months leading up to the survey37. NPR has started allowing users to sign into their site using their Facebook accounts, allowing the organisation to better track this statistic. For more on the survey, see 4.3.1.
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4.1.4 WikiLeaks
Internet whistleblower site WikiLeaks44 is a secure site that allows members of the public to leak documents and other media, hosting them and keeping them squarely and securely in the public domain. This allows journalists to use them as source documents, but the site has triggered an ongoing ethical discussion (see breakout). Digital innovation means that information is freer and moves faster than ever. This reinforces the need to have paid professionals who can balance the public right to know, and the importance of transparency and accountability in the public sphere, against the potential harms and wrongs that can come from reporting a story, and then make an ethically guided decision about whether or not to report.
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(above) Reuters live blog coverage of the 2010 riots in Bangkok and (below) The Guardians coverage of the 2009 election protests in Iran
4.2.2 Microblogging
Microblogging sites like Twitter are not just a way to research and source, but a way to tell stories and create acts of journalism, as exemplars like Latika Bourke, Andrew Meares, Laurie Oakes and Mark Colvin routinely demonstrate. Bourke, the 2010 Walkley Young Journalist of the Year, often breaks news on Twitter, and along with other journalists offered online commentary from the campaign trail of the 2010 election. Bourke was praised by Walkley judges for her pioneering use of Twitter in breaking the Liberal Party leadership spill which saw Malcolm Turnbull toppled, and was also in the news when NSW Liberal leader Barry OFarrell sent her a tweet which was prefaced as being deeply off the record, but was in fact publicly available52. Meares was a 2010 Walkley Finalist for a series of Phonearoids, pictures uploaded from the campaign trail onto Twitter using an application that rendered them in the style of Polaroid pictures. In submitting these Phonearoids in the online journalism category of the 2010 Walkley Awards, Meares said he wanted to bring an irreverent and critical eye to the campaign where the ever present media and the endless travel were also worthy subjects.
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The New York Times TimeSpace project covered the 2008 US election using multimedia, interactive timelines and dynamic maps
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The motion to subpoena President Barack Obama, from the Chicago Tribune site. Various sections were redacted, but a computer glitch meant Tribune journalists were able to recover and add them back into the document.
when the documents are released publicly, meaning others cannot cherrypick and scoop them while they complete their investigation. And journalists can boost their credibility and accountability by linking documents with their uploading journalist, meaning the onus is on news organisations to vouch for their authenticity. At the time of writing, close to 100 news organisations had signed up to the
project, with 4500 documents submitted and 154,000 pages processed. A prime example of the use of DocumentCloud is the repository of trial documents collected during the Chicago Tribune in its investigation of disgraced formerIllinois Governor Rod Blagojevich59, including a motion to subpoena President Barack Obama. Flynn Murphy is a journalist with the Media Alliance
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In July 2010, NPRs Facebook fan page reached one million fans. Of these, 40,000 respondents took part in their Facebook users survey, according to NPR66. Of the most significant threads in the survey were the findings that three in five respondents got most or all of their news online, with three quarters of respondents saying Facebook was a major way they received their news and information from the broadcaster. Nearly three quarters expected their friends to share links to information and interesting stories online, echoing a recent Pew Foundation survey that showed half of respondents relied on those around them to keep them up-to-date with news, which was surmised by NPR in the maxim: Your friends are your personal news wire. Most tellingly, the survey found that the vast majority (84 per cent) of NPRs Facebook fans regularly clicked through to NPR stories posted on their Facebook page, translating into 1.5 to 2 million pageviews per month. This finding is supported by NPRs internal metrics. NPR followed up their Facebook users survey with a survey of their Twitter followers67, which was completed by over 10,000 respondents. Many of the results were similar to those of the Facebook users, except that Twitter users tended to be younger and more often engaged with NPR content on digital platforms and via podcasts, as opposed to on the radio. While 77 per cent of Twitter followers got most or all of their news online, the platform itself does not translate into referrals according to both the survey and to NPRs internal metrics. While we have over three million Twitter followers across multiple NPR accounts, they typically drive less than a fifth of the amount of referral traffic than our 1.25 million Facebook users do during any given month. So while Twitter may be an ideal way of getting headlines to our users, it doesnt necessarily translate to the same amount of traffic as Facebook does.68 The NPR discussions of their Facebook and Twitter surveys are recommended reading for anyone developing an online strategy for a news organisation.
Twitter rises to the occasion: Trafigura Flynn Murphy The thwarting of a super-injunction taken out against The Guardian in the UK last year is a great example of the complementary strengths of social and traditional media. On September 11, 2009, lawyers for Trafigura, a London-based multinational specialising in mining and raw materials, had an injunction placed on The Guardian to prevent it covering the Minton Report, a leaked internal document commissioned by Trafigura on its alleged dumping of toxic waste in the Ivory Coast (which reportedly affected around 30,000 people). When a British Labour Party MP questioned this injunction in parliament, lawyers for Trafigura were able to obtain another injunction preventing even the parliamentary question itself from being reported. This prompted outrage from Guardian editor Alan Rusbridger, who tweeted Now Guardian prevented from reporting parliament for unreportable reasons. Did John Wilkes live in vain? along with a link to a Guardian story about the gagging. The story dubbed the situation Kafkaesque and only reported what it was permitted to that the case involved London solicitors Carter-Ruck, who specialise in suing the media for clients, who include individuals or global corporations.
By the next morning, the Twitterverse and blogosphere were ablaze: spurred on by Rusbridgers cryptic tweet, the parliamentary question had been uncovered, and the report was spreading like wildfire on Twitter under the hashtags #trafigura and #carterruck (which quickly became some of the platforms highest trending topics). The publicity rendered Carter-Rucks gag order useless, and it was dropped, allowing journalists from The Guardian and other outlets to give the story full coverage, using their vast resources to investigate and contextualise it and provide background. Social media and
traditional media had played complementary roles in bringing a major public interest story to light. The Trafigura case has often been used to rebut the snipe that nothing of any importance can be said in 140 characters. Few argue that Twitter and social media will replace or supplant the mass media in the foreseeable future. But all media forms have strengths, and while Twitter only provides titbits of information, it allows collaboration, and the dissemination of information, in a vastly efficient way. Flynn Murphy is a journalist with the Media Alliance
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The New York Times is not afraid to take risks and experiment when it comes to online innovation
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4.4.3 Crowdsourcing
Seeing crowdsourcing only as a way to assist in research and analysis neglects the fact that it is a powerful community-building tool. Getting an audience truly invested in a story anything from encouraging members of the public to contribute footage and evidence for an investigation, to actually encouraging them to get involved in the investigation themselves, as The Guardian did when it dumped some hundreds of thousands of documents on parliamentary expenses on its website and encouraged its readership to pore through them, searching for evidence of corruption misuse of funds. They even turned it into a competition. While it was actually the Telegraph that broke the expenses scandal, the Guardian was able to gain significant mileage, and discover various further rorts using this method. While some 27,000 people pored through the documents, only about half have been reviewed to date. But regardless, The Guardian online has built a powerful crowdsourcing community which can (and has been) mobilised in other investigations. Another good example of Twitter as journalism, also from the UK Guardian, is the investigation by journalist Paul Lewis of the death of Ian Tomlinson, a newspaper vendor who collapsed and died during the G-20 summit protests in London after being struck by a police officer. Lewis used his sizeable Twitter presence to gather evidence of the incident, and those who had witnessed the event tweeted eyewitness accounts and footage straight to him instead of the police (whom many of the protesters did not trust). News eventually reached a New York-based funds manager who had been in London on business the day of Tomlinsons death, who discovered he had captured the assault on camera. The footage, published by The Guardian, prompted a criminal inquiry into the event by the UKs Independent Police Complaints Commission.
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5.2.1 Innovation
According to the World Association of Newspapers (WAN) report, Charting the Course for Newspapers, the imperative to innovate is widely acknowledged among news companies around the world. The sentiment is felt most strongly in northern Europe and the US where 90 per cent and 80 per cent of respondents respectively agreed that everyone in their organisation recognises that change is critical. This is not felt so strongly in Australasia, the report says. Most organisations feel that a key way to pursue this goal is to look for new revenue sources 77.5 per cent of respondents agreed that their companies were already constantly on the lookout for new ways to make money beyond historical sources of revenue, like circulation, display advertising and classified advertising. At present the argument in Australia seems to be stalled at the paywall debate, although the development of mobile platforms for journalism such as smartphones and wireless tablet computers has provided an opportunity for news organisations to tailor their product for platforms on which people are prepared to pay. Australia remains a hostage to fortune in the take-up of new platforms. It remains to be seen how successful the various iPad applications released by major news organisations will be. A great deal of this will hinge on the development of a National Broadband Network which can deliver quicker and cheaper downloads. Innovation in terms of news product appears to have largely stalled after a burst of experimentation last year. Australian news organisations have been slow to pick up on many of the trends covered in chapter 4. Further experimentation will be vital if news organisations are to expand their audiences and develop new lines of revenue. In his July 2009 speech to the Press Club in Canberra, John Hartigan, the chief executive of News Ltd, said journalists and news organisations had ever been challenged as we are now, to justify why someone should pay for our content.75 Hartigan said the public would pay for news that is original, exclusive, has the authority and is relevant to our audiences. And he challenged his audience of reporters to ask themselves when was the last time they had written such a story: Im not saying there havent been stories like this. But, there have been too few, he added. The Alliance agrees with the broad sweep of Hartigans assessment. But those stories will not be found or told without the enthusiastic adoption of some of the new ways of finding and presenting news detailed in chapter 4. In her welcome speech for the 2008 Guardian Changing Media conference in London, the then director of digital media at Guardian News and Media, Emily Bell, stressed that journalism was entering an era where partnerships would become increasingly important: partnerships between mainstream news organisations and independent experts to create valuable niches around which audiences can gather; partnerships between journalists and their audiences who can bring energy and expertise to a new issue; between expert storytellers and expert technicians to ensure that audiences get an engaging, deep and satisfying news experience.
5.2.2 Training
In the WAN report, Charting the Course for Newspapers, training of both staff and management was identified by news executives as absolutely key to the future survival of their organisations, but at the same time identified journalists and editorial managers as among the least equipped for change in their circumstances, implying that training programs have yet to impact on the way many journalists and editorial managers are thinking. This tallies strongly with what we are hearing from Alliance members as outlined in chapter 3. A worrying indicator from the WAN report is that only 38.6 per cent of news executives in Australasia indicated their organisation would invest in training programs to improve reporting skills, while only 35.6 per cent thought their companies would invest in training for improved technical skills. Both these areas are vital to the health of journalism in this country. Sadly at the time of greatest need for training opportunities, most of the major news organisations have discontinued their program of journalism cadetships, the traditional method of preparing school-leavers and graduates for a career in the industry.
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The Alliance believes there are two key components of an effective new media training program for journalists: understanding the way technology changes what we do and how we can do it a wholistic approach that seeks to understand the impact of technology and its possible challenges and opportunities. practical skills training in areas such as web and application design, video shooting and editing, broadcast interview techniques for print journalists, writing for the web, interacting with audiences, social media skills and search engine optimisation. The Alliance and the Walkley Foundation are presently trialling a range of training courses that will address these needs. The courses will be relevant to all journalists but particularly to freelancers, whose training needs are not addressed by news organisations. We will be rolling these courses out across Australia and NZ over the next year. The need for a closer relationship between journalism and technology has been recognised by Columbia University in the US, which has recently started to offer a combined MSc degree program in computer science and journalism that will prepare a new generation of professionals with skills in the technical aspects of both digital media and news production. This should be journalisms golden age; more people have access to more news sources than at any time in history, the journalism schools academic dean Bill Grueskin said. But most news organisations have not fully embraced the digital revolution. This program is designed to turn out graduates with both the highest calibre of journalism training as well as technical skills ranging from data mining to computational imaging. This is an approach that Australia and New Zealand could profitably learn from.
Journalism 2.0: Social media journalism training is no longer discretionary Julie Posetti
Social media literacy is now a key element of journalism education and training. This isnt just a kind of fad from someone whos an enthusiast of technology, the BBCs director of global news Peter Horrocks told reporters early this year. Im afraid youre not doing your job if you cant do those things. Its not discretionary, he said. Yes, YouTube, Twitter and Facebook may ultimately be replaced by new platforms (perhaps even a hybrid platform like Conan OBriens satirical YouTwitFace?) but the concept of an interactive, audience-engaged and activated real-time web platform for journalism is here to stay. Social media sites, including interactive blogs, are now essential items in journalists kitbags. They are tools for newsgathering and dissemination; for investigation and even crowdsourced fact checking. Perhaps most importantly, though, they are platforms for engagement with Rosens the people formerly known as the audience each one of whom is a potential source. But there are rules of engagement for journalists operating in these spaces. Rules which require more than mere technical knowledge of how to tweet or post a Facebook status update. They also demand reflective practice and critical thinking in reference to ethics and professionalism. So, while individual journalists are now required to swim with the social media tide, rather than resist it, its incumbent upon their employers and professional organisations to provide appropriate resources to support this emerging journalistic practice, along with the training necessary to equip the practitioners. This means journalism academics and industry trainers need to be facilitating both technical training and critical engagement with these new technologies and their impacts. It was this reality that led to the programming of a deliberative forum on the role of social media in journalism training at the groundbreaking 2nd World Journalism Education Congress held at Rhodes University in South Africa this July. I chaired the forum, while world-renowned online journalism pioneer and media trainer Mindy McAdams provided expert input. Twenty-five journalism educators representing every continent debated the issues from the inevitable who is a journalist? to the ethical challenges of verification and the importance of authentic engagement in the social media sphere. We made six recommendations to the Congress which will form the basis of a detailed report to be posted at the WJEC2 website (http://wjec.ru.ac.za) and published academically in the coming months. The recommendations are: 1) Social media exposure and competency is now an essential component of journalism training globally even in areas where internet access is limited or absent, mobile access is levelling the technological playing field and crossing cultural boundaries. 2) Journalism educators and trainers need to be at the knowledge cusp of radically changing journalism training. Definitions of journalism, journalists, and journalism practice are in flux. Rather than trying to pin jelly to the wall, journalism educators should facilitate open discussions about the ways in which journalism is changing, focusing on descriptions and predictions, not definitions and limits. 3) Creativity is necessary to embed social media practice into traditional journalism training (not teaching it in isolation) and integrate it with theory. Specific platforms (such as Twitter) need not be taught as stand-alone tools but rather to demonstrate/train in (changing) journalistic practices. 4) Ethics and professionalism are part of teaching about social media. Themes include authenticity; verification; transparency vs. objectivity; managing the personal/professional divide; sourcing. 5) Teach students to select and curate diverse sources of information along with professional contacts to build networks and new audiences, expanding beyond friends and official local news sources. 6) Explore using social media to excite students about topics that interest them (e.g. social justice; environmentalism) and engage and collaborate with local communities. Julie Posetti is a journalist and social media researcher who teaches journalism at the University of Canberra
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Jim VandeHei quit the Washington Post to co-found the influential political news site, Politico
Independent journalisms poster boy: Rafat Ali, founder of Paid Content Photograph by Rex Hammock/Flickr
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Launching the resulting report, Strengthening our National Broadcasters, Stephen Conroy, the minister for broadband, communications and the digital economy, said that the key themes emerging from the submissions process were the importance of the national broadcasters freedom from political and commercial influence; the need to ensure that the services of the national broadcasters remain accessible and freely available to all Australians, regardless of geographic location or income; and the importance of credible and impartial news and current affairs and quality Australian content. Innovation stands as a key role for public broadcasters, particularly in the transformation and turbocharging of Australias digital space through the National Broadband Network. ABC managing director Mark Scott has stressed the role of the ABC in engaging with the public and has asked for funding to make its local radio presence the basis of town square sites in which communities can interact and discuss local affairs. The ABC has already set up its ABC Open project which will partner local journalists and other content creators with members of the public in regional Australia to create, collaborate and share news ideas and stories. Similarly, SBS could make user-generated content a way of enhancing its relationships with ethnic communities. At present public broadcasting is the only media business model known to be working. This allows public broadcasters the freedom to innovate; the ABC, and in the UK the BBC, and NPR and PBS in the US are using that freedom to develop new ways of communicating with their audiences. In July, the ABC launched its continuous news service, ABC News24, to cautiously positive reviews from the marketplace. The new service has been launched without extra funding of its own and aims to harness the existing resources of the public broadcasters newsrooms in Australia and overseas. Media Alliance members at the ABC who are involved in the service are broadly supportive of the move, but are concerned at the amount of extra work involved and worried that it may impact on the quality of their work. For both the ABC and SBS which also runs high-quality news and current affairs programming on an insufficient budget there is no doubt that adequate funding will be at the heart of the continuing vibrancy of public interest journalism in this country. One need only look at the problems suffered in New Zealand by the public broadcaster, TVNZ, which is allocated only NZ$15 million in public funding and must compete with commercial TV channels. The Key government has also indicated it plans to abolish TVNZs charter, ostensibly to allow it to compete more easily with commercial rivals. Critics of the move have warned it will cut off what little funding is left to the broadcaster and will mean that important public service programming will become unviable. The government has also signalled it will apply stringent cuts to Radio NZ and many fear that both RNZ and TVNZ will lose credibility and audience as a result.
Tanks off our lawn! James Murdoch warns the BBC it is making life hard for commercial news organisations Photograph by David Cheskin/Pool/PA Wire
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Netherlands Programs to foster employment and training of young journalists: U4 million project Ministry for Education, Culture and Science will pay the salary of 60 young journalists for two years Journalists will then be hired by the approximately 30 Dutch newspapers U8 million Innovation Fund applying to internet initiatives Discussions about extending the low VAT tariff (6 per cent) which currently applies to newspapers to digital publishers products (this debate will need to be conducted at EU-level) Investigation into advertising-related income of public media (criticised for earning money from advertising by publishers who say this distorts competition) Spain Government looking to provide direct aid to the sector and expanded access to state credit Proposals include: U60 million in low-interest loans for printing purposes U300 million in specific ICO (Spanish public bank) actions Lower postal tariffs Journalist training Creation of centre for journalism excellence Editors qualified the measures as not sufficient, and talks continue Sweden A previously proposed reduction in newspaper subsidies has been shelved
United Kingdom Digital Britain report suggested reassessing the need for specific market intervention, and the particular role of the BBC Report made case for intervention to prevent decline of news in the nations, locally and in the regions Raised concept of Independently Funded News Consortia (IFNC) which would finance and generate news content for use on regional television Discussion about relaxing newspaper merger laws United States Newspaper Revitalisation Act introduced into Senate proposing to consider news organisations charities/non-profits for tax purposes US Federal Trade Commission (FTC) looking into: Limited anti-trust exemptions possible Business and non-profit models for news organisations Role of targeted and behavioural and other online advertising Implications of online news for copyright protection European Union No specific action at European Commission level, save a letter from EC President Barroso to European Federation of Journalists calling for public intervention in the European press Other policies are relevant: Application of state aid rules to the broadcasting sector European parliament has been very active in fostering media diversity and avoiding excessive media concentration
In the US, where 166 newspapers have folded or discontinued, government is taking the notion of support for the news industry very seriously. Last year Senator John Kerry, the chairman of the Senate Subcommittee on Communications, Technology, and the Internet, called a hearing saying he was concerned that newspapers look like an endangered species. Celebrated screenwriter and former journalist David Simon, author of the acclaimed series The Wire, told the hearing that the internet leeches reporting from mainstream news publications, whereupon aggregating websites and bloggers contribute little more than repetition, commentary and froth High-end journalism is dying in America and unless a new economic model is achieved it will not be reborn on the web or anywhere else. He argued that anti-trust regulations should be relaxed in order to allow commercial news organisations to discuss ways of charging and protecting copyright material.78 A recent book by John Nichols and Robert McChesney, The Death and Life of American Journalism (Nation Books, 2010), sets out an ambitious wish list of government programs and regulatory changes to preserve the democratic function of journalism by promoting a healthy non- and low-profit sector to sit alongside the commercial news media. The pairs central point is that a healthy free press is central to the US Constitution, so it follows that it is governments responsibility to ensure that independent journalism is preserved.
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Among their proposed measures are: the establishment of a news Americorps where journalism graduates are funded to work in regional and community media, American high school newspapers and radio stations subsidies to high schools to allow them to hire journalists to assist with school journalism projects that would both equip students with media skills but also help them to understand the civic role of journalism the provision of US$200 Citizenship News Vouchers to members of the public to spend on the news media of their choice a government buy-out of failing newspapers and assistance with the transition to postcorporate not-for-profit or low-profit organisations keeping on as many journalists as is practicable reform of the taxation system to assist with the development of new low-profit or not-for profit ventures, including tax credits to help pay journalists salaries. Nichols and McChesney propose paying for this (costed at between US$20 and $35 billion) with a combination of new taxes and imposts including a tax on consumer electronics similar to the excise on TV sets paid by Germans to support public media, and a 2 per cent sales tax on advertising and on ISPs or mobile phones. Funds could also be released with a tax on the broadcast spectrum allocated to commercial broadcasters. Nichols told a Democracy Now! Forum in February this year that the decline in the scope and quality of the US media had predated the rise of digital media platforms: This is not a dialogue about journalism, newspapers or media. This is a dialogue about democracy What were suggesting is, this old media system, for however we refer to it, produced tragedy and farce: a war, an unelected president. What we want to talk about now is how we create a new media system that works and sustains democracy.79 The same sort of lateral thinking is overdue in this country, particularly if the development of a strong, independent non-profit media is to be encouraged as desirable.
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uncovering important information or ensuring that stories are presented in as high a quality as possible. In most of these cases the Alliance was there to cushion the blow for those journalists who were laid off and provide advice as to their best next steps. The other common strategy among the big media organisations has been to rationalise production with the introduction of desktop editing in broadcasting houses and subs hubs in newspapers. Again, it is important that journalists, through their union, have a say in how this reorganisation is carried out.
5.5.3 Ethics
Through the Code of Ethics we have established a set of standards for Australian journalists which are accepted throughout the industry. While these have stood the test of time, the radical changes in the way we work will mean we must continue to examine best practice. Repeated studies have suggested that the respect and trust with which we are regarded in the community has eroded over the years. While understanding that public trust surveys will always exaggerate negative reactions, we must strive to earn and zealously protect our standing in the community.
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5.5.4 Training
As already mentioned in this report, the Media Alliance is developing a full program of training modules to help equip journalists with the understanding and skills required to prosper in the new environment of news. Thus far we have rolled out introductory modules in Melbourne and Sydney and this will expand to involve the rest of Australia and NZ as the program matures.
5.5.5 Research
The Media Alliance is constantly engaged in research projects, either in our own right or in partnership with academic institutions around the country. The Future of Journalism project has involved two major reports, a roadshow of journalism conferences that has crisscrossed the country and is now into its third year. We are also pursuing a major research project into the changing nature of newsgathering in partnership with the universities of Sydney and New South Wales in a project backed by the Australian Research Council. These projects provide the reference about the industry as a whole, here and overseas, and stimulate industry-wide discussion about the scale and pace of change in journalism and new ways of pursuing the craft. For the last word, lets leave it to Sean Hogben, a dual Walkley Award-winning print journalist and a third generation of his family to work in Australian newspapers who has enthusiastically repurposed himself to face the new landscape of news.
From hot metal in the print room to live streaming everywhere Sean Hogben
I am both the past and, I hope, the future of journalism. I wrote my first stories on fives and stone subbed the TV programs on a metal chase filled with still warm slugs of type. The scent of molten lead was heavy in the air. Nowadays I make video, mostly for web, shooting on an HD camera recording to memory cards. I record my audio on wireless mics and can FTP raw digital footage to an editor anywhere in the world. Mostly, I cut my own stories using a non-linear editing program modelled on the principles of a mechanical film edit desk. Some things change but others dont. The story is paramount, as is getting it first. Delivery is just that, whether by digital video stream to your phone or a wire wrapped bundle of papers flung to a street corner boy wearing a coinfilled leather satchel. Im lucky, Ive always enjoyed technological change. From hot metal to photoset to paste up, Photoshop and DTP, to manual HTML coding, then CMS, Flash animations and live streaming video. My first TV news story was shot on film, I cut radio news grabs on tape and stuck them together with sticky tape. Now its tapeless, wireless and seamless. Yet nothing replaces the story, nor the ability to spot it, get it and sell it to the editor. Every one of these changes in production and delivery required the exercise of new technical skills. Apart from the basics of shorthand and typing, and later the use of the first dumb computer terminals to file, sub and later lay out pages, media companies have never provided me with adequate training. Ive had to teach myself just about everything. You would think media companies would want a multi skilled workforce but in my experience, advanced training is reserved for company loyalists, whether it be in new applications or grand tours through the outposts of global groups to absorb executive learnings. The stars will always prosper because media proprietors are like Hollywood studios in the 40s, they want to own them, trade them and bask in their reflected glory. But the majority of media content is produced by journeymen and women who today are expected to make the whole movie themselves. So be it. If you want to survive you must train yourself. Pick something you are interested in, look online and you will probably find a score of training alternatives. Back yourself. Digital technology has made low-cost tools available to everyone. Were you always in command of vocabulary and literary excellence? No, you learned it. Likewise you can learn to compose and light a shot, record a grab, cut a sequence and compress it for streaming. The tools to do so are within reach; a full-tilt pro outfit now costs a tenth of what it did a decade ago. I firmly believe we are close to the age of the media collective, where both young and old hands combine their skills and gear to produce good journalism cost-effectively. The days of the gigantic manufacturing chain of 20th century media are gone, as are the times of being a creative cog in the big machine. Your subs desk or bureau might be about to be closed but that doesnt mean an end to stories, or the audience for them. I enjoy learning new skills and, in that, surely Im not alone. Its why, after 36 years in the game, I can still make a buck at it. Sean Hogben did his cadetship on the Sydney Daily Mirror and won two Walkleys for Fairfax websites. He produces editorial video and provides media consultancy
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References
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Organisation for Economic Co-operation and Development (OECD report: The Evolution of News and the Internet, March 2010 http://www.oecd.org/dataoecd/30/24/455595 96.pdf Journalism Unions in Touch with the Future, International Federation of Journalists, April 2010 http://congress.ifj.org/assets/docs/131/026 /f757f83-48b2e1a.pdf SFN report: More than 166 U.S. newspapers have closed or stopped printing since 08, July 2010 http://www.sfnblog.com/industry_trends /2010/07/sfn_report_more_than_166_us_new spapers_h.php http://newspaperlayoffs.com/ Pew Foundation, Project for Excellence in Journalism: State of the US News Media, 2010 http://pewresearch.org/pubs/1523/state-ofthe-news-media-2010 Pew Foundation: http://www.stateofthemedia.org/2010/press_page.php Pew Foundation: http://pewresearch.org/pubs/1523/state-ofthe-news-media-2010 B&T: Onlines Global Reign, November 8, 2010 http://www.bandt.com.au/news/online-sglobal-reign1 A visit to New Zealands biggest sub-hub, Birds Words blog, June 2010 http://www.birds-words.blogspot.com/ PricewaterhouseCoopers: Outlook, July 2010 Margaret Simons: Readership v. circulation: curious newspaper mathematics, The Content Makers, March 2008 http://www.crikey.com.au/2008/03/14/readership-v-circulation-curious-newspaper-mathem atics/ Philip Meyer: The Vanishing Newspaper, University of Missouri Press, 2009, p20 Credit Suisse: Australian Media Analysts Sourcebook, 2010 edition PricewaterhouseCoopers: Outlook, July 2010 ibid. ibid. Clay Shirky: The Times paywall and newsletter economics, November 2010 http://www.shirky.com/weblog/2010/11/thetimes-paywall-and-newsletter-economics/ Emily Bell: W(h)ither The Times, Bellwether, November 2010 http://emilybellwether.wordpress.com/2010 /11/03/whither-the-times/ Rupert Murdoch: Journalism and freedom, Wall Street Journal (online), December 2009 http://online.wsj.com/article/SB100014240 52748704107104574570191223415268.html Alan Rusbridger: Hugh Cudlipp Lecture, January 2010 http://www.guardian.co.uk/media/2010 /jan/25/cudlipp-lecture-alan-rusbridger Tanja Aitamurto: How Aftonbladet varies paid content with clubs, micropayments, PBS Mediashift, September 2010 http://www.pbs.org/mediashift/2010/09/howaftonbladet-varies-paid-content-with-clubs-mi cropayments270.html David Carr: A News Corp newspaper, but not in print, New York Times (online), November 2010 http://www.nytimes.com/2010/11/22/business/media/22carr.html?_r=4 Brian McCarthy briefing to Fairfax investors, smh.com.au, November 2010 http://www.smh.com.au/business/fairfaxunveils-plans-to-reorganise-print-online-2010 1123-184kn.html According to Goldman Sachs, http://www.gs.com.au/?p=PIA_Mezz_Portfolio_PBLMedia Pew Foundation report: Understanding the participatory news consumer, March 2010 http://www.pewinternet.org/Reports/2010 /Online-News.aspx New paywall costs the Times 66% of its internet readership, The Guardian (online), July 2010 http://www.guardian.co.uk/media/2010 /jul/18/times-paywall-readership Alan Rusbridger: The splintering of the fourth estate, The Guardian (online), November 2010 http://www.guardian.co.uk/commentisfree/2010/nov/19/open-collaborative-future-j ournalism http://mps-expenses.guardian.co.uk/ http://twitpic.com/ http://plixi.com/ http://yfrog.com/ For an introduction to Journotwit, try here: http://www.youtube.com/watch?v=mdUyCncZbuI http://trendsmap.com/ Andrew Ramadge: Twitter fake is identity theft, says Andrew Bolt, Herald Sun (online), August 2010 http://www.heraldsun.com.au/news/twitterfake-is-identity-theft-says-andrew-bolt/story-e 6frf7jo-1225900954716 Rob Beschizza: Pseudoscience's Awful Poo Lady can't flush twitterings, boingboing, July 2010 http://www.boingboing.net/2010/07/14/shittomancer.html http://www.facebook.com/InsightSBS Andy Carvin & Noel Cody: Results From Our Survey Of NPR Facebook Fans, npr.org, August 2010 http://www.npr.org/blogs/gofigure/2010/08/0 2/128928306/results-from-our-survey-of-nprfacebook-fans Flickr.com picasa.google.com Photobucket.com Qik.com http://commons.wikimedia.org http://wikileaks.org/ The Guardian (online): Afghan IED interactive map http://www.guardian.co.uk/world/the-warlogs Hungry Beast: Interview with Julian Assange, founder of wikileaks http://hungrybeast.abc.net.au/stories/interview-julian-assange-founder-wikileaks Robert Burns: Wikileaks: US says limited damage from leak of Afghan war logs, October 2010 http://www.csmonitor.com/USA/Latest-NewsWires/2010/1015/Wikileaks-US-says-limited-d amage-from-leak-of-Afghan-war-logs www.sourcebottle.com.au www.walkleyconference.com.au/live-blog http://www.guardian.co.uk/news/blog/2009 /jun/17/iran-uprising http://live.reuters.com/Event/Bangkok_ protests?Page=24 Emma Rogers: OFarrell in deeply off the record Twitter gaffe, ABC Online, July 2010 http://www.abc.net.au/news/stories/2010/07/ 15/2954195.htm http://www.nytimes.com/interactive/2009/04/19/world/20090420-aliabad-am bush/ http://www.nytimes.com/packages/html/ world/20071227_BHUTTO_FEATURE/ http://code.google.com/p/living-stories/ 56. www.timetoast.com 57. http://www.abc.net.au/innovation/blacksaturday/#/timeline/map//chapter/1 58. http://specials.washingtonpost.com/timespace/election/ 59. http://media.apps.chicagotribune.com/blago /documents.html 60. http://www.smh.com.au/interactive/2009 /congo/index.html 61. http://projects.nytimes.com/held-by-thetaliban/ 62. http://risingfromruin.msnbc.com/stories.html 63. http://www.markfiore.com/ 64. James McQuivey: Why the book business may soon be the most digital of all media industries, Paid Content, November 2010 http://paidcontent.org/article/419-why-thebook-business-may-soon-be-the-most-digitalof-all-media-industr/ 65. Paul Bradshaw: News distribution in a new media world (A model for the 21st century newsroom pt4), Online Journalism Blog, January 2010 http://onlinejournalismblog.com/2008/01/02 /a-model-for-the-21st-century-newsroom-pt4pushpullpass-distribution/ 65. Alan Rusbridger: The splintering of the fourth estate, The Guardian (online), November 2010 http://www.guardian.co.uk/commentisfree/2010/nov/19/open-collaborative-future-j ournalism 66. Andy Carvin & Noel Cody: Results From Our Survey Of NPR Facebook Fans, npr.org, August 2010 http://www.npr.org/blogs/gofigure/ 2010/08/02/128928306/results-from-oursurvey-of-npr-facebook-fans 67. Andy Carvin & Meredith Heard: Results Of The NPR Twitter User Survey, npr.org, September 2010 http://www.npr.org/blogs/gofigure/2010 /09/30/130238118/npr-twitter-survey 68. ibid. 69. http://www.abc.net.au/unleashed/ 70. http://www.mysun.co.uk 71. http://blogs.crikey.com.au/ 72. Alan Rusbridger: Hugh Cudlipp Lecture, January 2010 http://www.guardian.co.uk/media/2010 /jan/25/cudlipp-lecture-alan-rusbridger 73. Mark Scott: A.N. Smith lecture, October 2009 http://www.abc.net.au/mediawatch/transcripts/0937_ansmith.pdf 74. http://orielladigitaljournalism.com 75. John Hartigan, National Press Club speech, July 2009 http://mumbrella.com.au/hartigan-journalism-not-the-limited-intellectual-value-of-bl ogs-is-the-future-of-the-web-7306 76. Rafat Ali: From blogs to riches, The Guardian, July 2008 http://www.guardian.co.uk/media/pda/2008 /jul/11/rafatalifromblogstoriches 77. James Murdoch, MacTaggart lecture, August 2009 http://www.newscorp.com/news/news_ 426.html 78. David Simon, appearing before the US Senate Subcommittee on Communications, Technology, and the Internet, May 2009 http://www.google.com/hostednews/afp/article /ALeqM5gWvGizqEZzkGqCUEJZjb6ldVjcBw 79. Robert McChesney and John Nichols on The Death and Life of American Journalism: The Media Revolution that Will Begin the World Again, Democracy Now!, February 2010 http://www.democracynow.org/2010/2/4/ robert_mcchesney_and_john_nichols_on
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