Much more complicated operation and really, really good at handful of topics. Old model was that we did everything
Finally news orgs have to be more transparent.
Rosentiel says we're in a new era of enlightenment. The key to that is understand what citizens want
Old saying that journalism is only as good as person who owns the press. Now only as good as the curiosity of the audience.
Rosentiel calls on audience to ask questions
First question: for next generation of journalists, what kinds of jobs can we expect to see?
Rosentiel - at Bloomberg.gov, they don't just have journalists, they have former gov't workers who could translate
At NY Times, there are people who study analytics.
Mentions that NY Times analytics info has led to future three different pricing plans.
What made Apple so successful was not just that Steve Jobs was thre, but that it had design and engineering as a bi-focal mandate
Rosentiel says newsroom of the future be a mix of computer scientists/programmers and old boot-strapping traditional reporter. A collaborative intelligence and culture
Without collaboration you are only as dumb or as smart as that individual. Now production culture should be very different.
Question: if audience determines the news, who determines what the audience is interested in?
Rosentiel mentions his 18 year old daughter who told him first about protests in Turkey because she learned about it on twitter
Buzzfeed is a fascinating company they have studied what makes content go viral.
Buzzfeed also killed banner ads, not native to technology. Rosentiel says this has changed native online advertising. Google has also done this with its search
Question: bad news is traditionally good news - so what is the future of this concept?
Rosentiel: cites research from Pew, notes the audience wants/needs varies by market - Miami is racier in news interests than Boston, for example
People like news they can share, and they like news that helps them figure out what to do with their time, Rosentiel says
Much more complex array of reasons for people to use news, Rosentiel says
This is a more supple understanding of what information people are getting and how it helps them navigating their culture
Rosentiel disagrees that news is solely a civic ambition, '
news is anything that helps us with our lives'
This doesn't mean pandering, Rosentiel adds as a caveat. Pandering hurts your credibility.
Understand your audience better so you can better inform them
Traditional media too often uses social media to market their stuff, but they don't use it to interact with their audience
Question: is specialization the way to strike the balance between shrinking newsrooms and increasing demands?
Rosentiel cites Geekwire, and how it owns the tech space that Seattle Times should own - with five people
A news org in a town needs to figure out what the main interests are in the community and then get really good at those things
Deseret News specializes in six things: family, faith, BYU football... Think about the things that are worth spending the effort on
One of things challenged or shrunken newsroom needs
Need to figure out what to give up on and re-imagine themselves as getting better at something else
This is also good for morale of the paper, Rosentiel says.
Rosentiel says there has to be a reason now that people choose you. You are not the publisher by default
Question: you focus on print news - does a/v news like on YouTube have a place?
Rosentiel says there is increasing interest in video, twitter considers
Twitter considers a tweet a caption for a photo or video
When consumer decides how to get information, the story determines which medium or platform they will go to
Burning towers of 9/11: some events you want to see live in real time
New York Times ran a live blog called 'the lead' that it ran during the Newtown shooting. This served the reader who had read the conventional news story online with the latest news
This allows a reader many doors into a story - works well for a long trending event
Question from professor Mary McGuire: how should j-schools teach mobile?