Embed Size (px)
DESCRIPTION
What are the skills that editors, designers and publishers will need in future? How to plan to develop and train them? Practical tips from Riva Elliott of PMA
Citation preview
Skills gaps and training priorities for magazines in 2010
Riva Elliott
Managing director, PMA Group
What you do know The bedrock of good
journalism What sells and what
doesn’t Times-are-a-changin’ fast No one has the precise
answer yet
Yesterday’s skills Writing and designing for
print only Static websites Separating ads sales from
editorial Taking time to craft and
spread news and comment
Today’s skills Working across print and
the web — limited use of CMS
Production and designers update websites
Most farm out web design, SEO and video
Teams creaking at the seams — profits diving
Dodgy slope Cutting costs and corners Expecting editors to act
like entrepreneurs Making do with websites Doing amateur videos Ignoring social media and
mobile media Hoping it will all go away
Tomorrow’s skills
New software packages Writing for print, web, mobile
and social media Creating video and audio
content Interacting with audiences Understanding the stats Knowing how the new media
business works
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
A case study Read the market and experimented with titles Early adopters of CMS, UGC, behavioural
targeting, video and 24/7 time management Trained members of teams to shoot and edit
video for live reporting Media trained editors and reporters Is teaching them stats! Growing business and politically aware journos to
become multimedia publishing and events pods
Whatever next? More opportunities to earn revenue More skills needed to achieve profits New ad formats — digibots and mobile Seismic shift hasn’t finished yet Print will survive, but just different for different markets Be as good at creating moving messages as you are at
static ones Work leaner and meaner — you can’t afford to stand still Don’t look dodgy and keep your brand on message Be prepared for criticism and lighten up Train your editorial staff to be entrepreneurs
