About 650 journalists, academics and business people are in San Francisco for the 10th anniversary of the Online News Association. Its annual conference is an enormous resource for journalists evaluating industry and craft change.
Here are some learnings, some sgnificant and some not:

1. Twitter was originally called Twitch, says CEO Ev Williams. When the co-founders looked up the word in the dictionary, it was next to Twitter, which they liked more.
2. Reporters will be replaced by robots and the organizing strategy for news organizations will be media and not news, says futurist and Stanford professor Paul Saffo.
3. Women blog for fun, for expression, but not so much for money, says BlogHer CEO Lisa Stone.
4. For every broadcast Tweet you should three conversationsla Tweets, says veteran journalist J.D. Lasica.
5. Ninety-nine per cent of the time, a start-up will be difficult, says GigaOm's Om Malik.
6. Inside pages have eclipsed home pages as the landing spot online, says Hoa Loranger, director of the Nielsen Norman Group.
7. Treat your users as lazy, selfish and ruthless, which means you have to warn their attention, says West Gold Editoral chief Michael Gold (quoting usability guru Jakob Nielsen).
8. Social media guidelines for employees would be best guided by principles of common sense, says University of Massachusetts professor Steve Fox.
9. The New York Times/ProPublica development, Document Cloud, provides an important option for newsrooms to search, organize and share records.
10. Non-profit models may actually offer more revenue streams than for-profit models, says voiceofsandiego.com chief Scott Lewis.