The room is starting to fill up with students, many of whom seem to be nervous about sitting in the front row, I, however, have no such nerves. I'm right in the front row
Rosentiel's latest book is 'The New Ethics of Journalism: Principles for the 21st Century.' He is Exec Dir of the American Press Institute
We've been given the two minute warning for this talk.
Prof Allan Thompson welcomes everyone, Rosentiel met with first-year undergrad students this morning (lucky)
Thompson reminds us that Rosentiel began his career at Newsweeek, LA Times, and was co-founder of project of journalism excellence at the pew centre
Rosentiel says he will talk about where things are going in this industry 'and this institution we call the news business'
Most important concept to understand in where things are going is that previously consumer had to adapt to consume news. Today, that is turned on its head
The media needs to adapt its behaviour to adapt to the habits of the consumer, Rosentiel says. Created enormous disruption. Destroyed revenue model
This shift is the democratization of information: Rosentiel
100 years after the birth of the printing press, the word fact first appeared
Rosentiel is offering seven lessons to this group
First lesson - audiences consuming more news, not less. 32 per cent get more news than they used on mobile devices
Second lesson - the digital process of news production has lowered age of news consumer. Average age of newspaper reader is 54. On mobile devices it's 34
Print readership is down 16 per cent in the us, but total readership is down 10 per cent
Third lesson is that people need to understand the cycle of news discover.
Discovery. Half of news consumers learn first on television and then go to trusted 'legacy' source.
Technology is not a threat, key point is to leverage the synergy of screens.
People who own a lot of devices are not distracted by gem, they tend to become more loyal.
Fourth key idea is that the future of news is mobile and social. Mobile is the real web 2.0
Mobile newspaper readership in US genres by 58 per cent.
Future of news is also social. More tha. Half the US population is on social networks and that is expected to grow
Not a distraction for news, social is a portal for news.
Rosentiel cites Deseret News, how it listens to social conversation and then considers how to adapt coverage to be relevant to conversation. I love this.
There is no such thing as 'an online experience' Rosentiel argues. We now know that what we thought was online behaviour changes by time of day, bored at work is different the walking to lunch for example
Audience groups are dinning by platform, device, by time of day. Notes tablet spikes from 8 pm ton11 pm
Journalism of future has to understand the news day. The audience. Long form reading is back, thanks to technology that idid
That didn't exist five years ago.
Lesson six - audience focussed means things of journalism differently. It's a service,
Rosentiel speaks of collaborative intelligence. Machines can bring in data, but the audience brings in its skills, intelligence, multiple vanta points, depth
Guardian's new banking writer blogged that he knew nothing about banking, asked to be educated.
Guardian knew that if he called up bankers, they'd have no time for him, but through blog they can educate him anonymous
The cold eye of a journalist should not be discounted, Rosentiel says. We don't want to lose that
Once the consumer has seen something better, better becomes the expectation.
Think NY Times snowfall, Coulson thinks.
Collaboration has to be optimistic. The future belongs to people who believe the future is going to be better.
Thriving means deeply understanding our audience. Research, test, ask, respect, don't underestimate, Rosentiel says
We have to understand how audience consumes news, what matters in their lives. I suspect university is where this can be born, Rosentiel says.
The bar is higher because The audience can leave quickly with a click.
Sorry. Rosentiel says modern newsroom has to know how to curate, aggregate information.