Raju Narisetti, managing editor of The Wall Street Journal Digital Network, says newsrooms need to embrace developers if they want to create experiences that keep fickle readers coming back.
When Narisetti peers into the future, he sees a digital audience. But how do you ensure these “promiscuous” readers choose your content?
For one thing, he says, journalists need to rethink their job description. It’s not enough just to create good content, they need to get more people to consume that journalism.
“That’s part of your job as a journalist,” Narisetti says.
It also means ensuring your stories and content are where your audience is. Don’t think they’ll just come to you, Narisetti says, because they won’t.
But a bigger challenge may be the shift from creating great content to creating great experiences. This means integrating content and technology, which means embracing the talents of coders and developers.
Narisetti has a few top tips for editors:
- Embed developers in the newsroom.
- Get developers and journalists speaking the same language, ie. how would this work for the user?
- Rethink shelf-life of content. Make sure links and video work because they will be there forever.
- Find the right people. The newsroom of the future needs people who show AND tell.
- Listen to your readers. If they say they want a list of headlines, give them that option.
So, are newsrooms ready to give the audience an experience worth coming back for?
For Narisetti, that’s the big challenge that lies ahead.
For more of Narisetti's thoughts on the US newspaper market, see here