A media organisation has to be part of the social media ecosystem in order to survive says Peter From Jacobsen, Project Director at the Danish School of Journalism

Peter From Jacobsen, Project Director at the Danish School of Journalism

“It’s far too simplistic to say that people don’t want to pay for journalism. They are going to other places online to access news and information about aspects that relate to their day-to-day lives.”

As a journalist and educator, what’s the biggest change you’ve observed?
You cannot take huge advertising revenues for granted. Even the legacy organisations are struggling. It’s far too simplistic to say that people don’t want to pay for journalism. They are going to other places online to access news and information about aspects that relate to their day-to-day lives. This isn’t necessarily a disadvantage because as a media organisation, your audience is no longer limited to a subscriber base in a particular city or region. They are defined by interests and can come from anywhere.

“I do feel there’s an urgent need to tell new kinds of stories… but that just raises more questions.”

What’s the best way to engage this global, fragmented audience?
Journalism is going in so many different directions right now, there’s no single approach everyone can take. I do feel there’s an urgent need to tell new kinds of stories. On the one hand we need to cater to diverse audiences, but at the same time, there is benefit in going niche — vertical journalism. But that just raises more questions. Do we need to tell short, sharp stories on multiple channels or spend more time creating long form content that takes time to publish and read?

“The journalist is a curator of content rather than the sole producer of stories…. Otherwise we’ll get caught in a death-spiral of overproducing content.”

It seems the sector is being pulled apart in different directions.
Yes, I agree. We’re in the age of experimentation. A media organisation has to be part of the social media ecosystem in order to survive. In this framework, the journalist is a curator of content rather than the sole producer of stories. I would describe this as a responsive approach to storytelling. Otherwise we’ll get caught in a death-spiral of overproducing content

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Abhay Adhikari

Abhay Adhikari

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I am interested in the context & values of our Digital Identities.