by television mogul Gerry Lenfest after he became the sole owner of The (Philadelphia) Inquirer. Lenfest, who died in 2018, donated $20 million to create the Institute, which funds projects geared toward “innovative news initiatives, new technology and new models for sustainable journalism.”17
Although the Lenfest Institute’s mission is big, Herman believes the answers could actually be quite small. Many of the Institute’s projects focus on ways to target community news to the people who need it.
“To me, it just seems like there’s interesting innovation you could do in communities that Facebook or Google can’t do. They’re thinking about large, broad audiences, but if you’re thinking about a niche or a local audience, that’s how you can attract local or paying audiences.
“There are many ways you can get information from around the world on the internet. We need to think about how can we add value.”
Herman wants newsrooms to be at the forefront of technological innovations, creating their own social media platforms and news-friendly devices, starting with tools to personalize information for individual community members.
“What would a local news organization look like if it actually knew your location, if we could tell you there was a health inspection at a restaurant down the street or that real estate prices in your neighborhood are going up? We need to personalize information and make it more actionable for our audiences.”
In changing the industry, Herman says he also wants to change what it means to be a journalist.
“I think there are many new roles to think about that don’t look traditional, and there’s a lot of opportunity there. If you’re an amazing writer and amazing at getting sources, we need people like that. But there are a lot of other roles—excellence in video, audio and thinking about news as a product manager who can lead and develop new things to reach audiences. These are really transferable skills both in journalism and beyond.”
Herman is excited about what the future holds for journalists and their audiences.
“I feel like we have barely begun to embrace the true possibilities of the medium as news organizations. You look at Facebook, Google, Snapchat and see the potential of what you could do, and journalism needs to think of itself as a digital product too. We shouldn’t just use third-party platforms; we need to control our own fate.”
Bringing Back the Trust
Bringing back citizens’ trust in reporters is not going to be easy, but we can start by using new feature storytelling methods to seek truth and connect with audiences in meaningful ways. Poynter—a journalism education and media watchdog organization—found that while trust in the media may be low, people do have more confidence in their local news organizations, which are more accessible to the community and better address citizens’ needs. A survey conducted by the organization found that 76% of Americans have “a great deal” or a “fair amount” of confidence in local television news and 73% have confidence in their local newspapers.18 Margaret Sullivan, a media columnist for The Washington Post, spent time talking with average citizens in a small town in Upstate New York and found that people did trust the media but were frustrated because they did not feel represented or failed to see their concerns being addressed in news stories.
In the Digital Age, the audience holds the fate of journalism in its hands. What stories will they click on and share in their social media feeds? How can journalists communicate effectively with people online who can publicly monitor their commitment to truth and thorough reporting? How can journalists see new storytelling tools as opportunities for connecting with audiences rather than as hindrances to their work? In this text, we will explore these questions by learning feature techniques that encourage innovative reporting and writing. Throughout the book, you will learn to:
Tell engaging feature stories that resonate with audiences and prompt readers to share your work.
Immerse yourself in the reporting experience to learn more about the story and the sources you are relying on, as well as the issues they face.
Find ways to become a member of your community by shifting your focus from identifying problems to seeking solutions to difficult problems.
Connect with community members to find out what is important to them and include them in the reporting process.
Use photos, videos, audio, social media and an array of new tools to tell stories in different ways that appeal to your audience.
Times are changing, and the ways we practice journalism are changing too. It is time to open ourselves up to new ways of telling feature stories in the Digital Age.
Takeaways
After reading this chapter, you should understand that:
1 Traditional journalism has problems. Technology has evolved rapidly in recent years, and news organizations are struggling to keep up with audience needs and the impact of new platforms on the industry. Journalists needs to find new ways to tell stories that resonate with audiences.
2 Audiences will not be ignored. Online metrics and trending topics tell us what stories readers view and share. They also want to keep reporters accountable for their information. We have to incorporate their preferences into our news decisions and be transparent in our reporting processes.
3 Journalists have a responsibility to inform. Just because we know readers like soft news stories with low impact does not mean journalists should pander to those interests. Reporters must find ways to tell meaningful stories that better resonate with readers without dumbing them down.
4 We need to use new tools and methods to engage audiences and enhance trust. The accessibility of information online has made it difficult for readers to differentiate journalists’ work from that of others who are not constrained by journalism principles. Journalists need to combat misinformation online and find ways to gain audience loyalty and trust using new storytelling methods and multimedia tools.
Notes
1 Pew Research Center. (2018, December 10). “Social Media Outpaces Print Newspapers in the U.S. as a News Source.” Accessed at: http://www.pewresearch.org/fact-tank/2018/12/10/social-media-outpaces-print-newspapers-in-the-u-s-as-a-news-source/.
2 AJ Agrawal. (2016, April 20). “What Do Social Media Algorithms Mean for You?” Forbes. Accessed at: https://www.forbes.com/sites/ajagrawal/2016/04/20/what-do-social-media-algorithms-mean-for-you/#3267e97ba515.
3 Maksym Gabielkov, Arthi Ramachandran, Augustin Chaintreau, and Arnaud Legout. (2016). “Social Clicks: What and Who Gets Read on Twitter?” ACM Sigmetrics. Accessed at: https://hal.inria.fr/hal-01281190/document.
4 U.S. Census Bureau. (2000, August). “Home Computers and Internet Use in the United States: August 2000.” Accessed at: https://www.census.gov/prod/2001pubs/p23-207.pdf.
5 Pew Research Center. (2018, February 5). “Mobile Fact Sheet.” Accessed at: http://www.pewinternet.org/fact-sheet/mobile/.
6 Amy Mitchell, Jeffrey Gottfried, Michael Barthel, and Elisa Shearer. (2016, July 7). “Pathways to News.” Pew Research Center. Accessed at: http://www.journalism.org/2016/07/07/pathways-to-news/.
7 Elisa
