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."