Beyond the comfort zone

Posted by Julie Tomlin on 28 February 2006 at 19:11
Tags: Blogs, Journalism, Nationals, New Media, Newspapers, Online

In an interview Simon Waldman says newspapers will have to go much further to incorporate reader content on their sites “than many currently feel comfortable with”.

Waldman, the Guardian’s director of digital publishing, tells Journalism.co.uk  that it will be “essential to rewrite the rules” on engaging with readers and users.

“Some people find this abhorrent and will choose to ignore what’s happening. And there will be times when they can feel quite smug as those of us going down the engagement route hit some inevitable road blocks. But in the long term they will find themselves preaching to an ever-smaller congregation.

“We should acknowledge that a new generation of under-25s is emerging with radically different expectations of media. To put a commercial spin on this, we can’t just think of them as our future readers and users, but as the brand managers and media buyers of the future as well.”

 

Tags: Blogs, Journalism, Nationals, New Media, Newspapers, Online