The Online Journalism Review's Robert Niles has an exhaustive list of advice for today's newsroom managers. It largely amounts to: Get with the program.
Niles continues to see a lag between the technology and the media leader. He believes it's only a matter of time before newspapers outside the U.S. suffer what they have inside the country, so he has delivered a speech in Singapore and delivered notes from it online.
Among his prescriptions:
1. Management should consume technology.
2. Require everyone to blog and have social media accounts.
3. Managers should Skype and chat instead of sending memos or talking on the phone.
4. Managers should build their communities by blogging.
Niles concludes: "Ultimately, however, the larger goal here is to get managers comfortable with, and conversant in, online communications technology.
"This comfort can't be outsourced or delegated. As news communication businesses shift from print to online, their managers must become as comfortable and conversant in online communication as they were with the printed word. Otherwise, their leaders are reduced to followers, and their businesses run adrift."
Dave Chase contributes advice at Online Journalism Review to those looking at furthering their adventures in the digital media business: Find two businesses inside yours, rather like display advertising and classified advertising have been for the newspaper.
Chase is particularly tough on sales forces. He thinks they ought to be taken out to the woodshed somehow. But he relents and provides some compassion in suggesting that there be a new team of "hunters" to find business and an incumbent team of "farmers" to harvest the remainder of the old business.
"The sooner local media businesses recognize it's critical to have dual business models rather than dueling business models, the sooner we'll see hiring rather than firing being the storyline of local media."
Online Journalism Review is back. The new head of the Annenberg School of Journalism at USC, Geneva Overholser, is resuscitating the venerable online publication, with founding editor Robert Niles reentering the picture as its first contributor Friday.
OJR will be focusing on four points: The new reporting, investigative journalism, entrepreneurial journalism, and guerilla marketing news.
For the media industry, its revival is a positive sign.