Premium Content Way Forward Says Digital Ed

IS this the future of how we supply editorial content to our newspapers?


It follows on from yesterday's post where I suggested the future model for papers may be premium paid for content that sits alongside the rest as we look to find a way for traditional print and their online siblings to co-exist.

I can't claim credit for the diagram above, however.

That belongs to the Telegraph's digital editor Ed Roussel from a recent lecture he gave at Sheffield University where he suggested journalism grads should try and ensure they have the skills needed to become 'premium' writers.

His comments were reported by Ben Spencer and in turn Press Gazette.

It's worth reading both accounts, and then to the comments from Ed himself where in reply to Ben's blog post, he states:

  • News companies need to focus more resource on creating “premium” content. I defined premium content as editorial that is both scarce and in high demand.   
  •  “premium” is NOT just star writers. A premium writer is any journalist who goes out of his/her way to make their writing exceptionally valuable – whether that’s by writing a great blog or by generating scoops.  
  • Students of journalism need to think harder about how they will make themselves useful to news organisations. What ”premium” do they offer? 
  • There is little value in journalists who write commoditised content – editorial that is widely available and therefore of limited value. News companies are more likely to simply take such content directly from wire services, such as the PA or AP, rather than employ journalists who add little or no value to the wires.

I don't think  he's wide of the mark in terms of how content will be sourced by news managers in the future or of how the journalists of tomorrow will have to adapt in order to ensure they capture one of the ever diminishing number of jobs.

But just as important a question, I feel, is exactly how this so called 'premium' content will be offered to its audience – free or paid for?

Categories: Media philosophy & trends

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