The executive director of the International Newsmedia Marketing Association believes the cost-cutting at newspapers has been necessary in making them competitive as they transform.
But
Earl Wilkinson believes the short-term is vital in redefining the newspaper and working inside a new business model.
"As the smoke clears from these tough cuts, the issues now are about:
- Quantifying editorial output. Because pages printed won't work anymore, daily output is a good beginning measurement.
- Re-imagining the role of newsrooms beyond narratives and beats.
- Going below our current definitions of “local” and defending that against all competitors.
- Matching output with the proper medium."
Wilkinson's post makes clear that quality isn't simply about hiring more people, but about determining better what the audience needs and wants.
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