Tomorrow's News, Tomorrow's Journalists: If I had a million dollars to save journalism

The above was the question posed for the November debate on Tomorrow's News, Tomorrow's Journalists and I gave my answer as 'I'd invest it in people'.

The post is here, or you can read it below:

First off, I’d rather have a million pounds (British Sterling) than dollars to save journalism with. But exchange rates aside, let’s get down to business.

My strategy would be to invest in people. Invest in getting journalists to do that saving. You can’t do things alone, you need a good team with good people. I’d probably shed some dead wood from the news room, maybe coax a few people to leave early and get some fresh blood in.

I’d keep the subs, but expand their role to include a lot of backroom stuff - like picture uploading, digital media production, video editing. I’d keep the print edition but I’d make it follow online’s lead. Maybe just have one good strong print edition per day, and throw everything into online.

I’d develop strong supplements based around local issues, and not be afraid of trying something new. I’d link these supplements with mini-sites online built around that issue.

I’d invest in training for my staff, I’d employ the Google technique of 10% time for my reporters. i.e. 10% to go off and cover what YOU want and what YOU think needs covering.

I’d put a bit of money towards having trainees in. Not expecting them to pay for everything. There would be a pot of money so that kids can come in and get experience, learn about being a journalist, in a good environment, and not be skint afterwards. You never know, they might even bring a good story in with them - and that’s got to be worth the money.

I’d invest in a CRM (customer relationship management) system for my newspaper, logging user comments, offering them personalised news updates, and beginning to build an idea of who my readers really are. So I know that Joe Bloggs in the North of the city responds well to this type of news. Then I have something to sell, I’ve got proof of effectiveness, readership and grabbing people’s attention.

So to sum up, good journalists, probably better paid, more of them, getting some 10% time, with a good online setup.