This is my contribution to January’s Carnival of Journalism, this month asking:  “Can a journalist be a capitalist?”

Michael Rosenblum, sometimes controversial and always worth a read, is leading the discussion with his post “How to make millions as a journalist“. He argues that journalists today should make being rich a goal instead of pursuing a myth of martyrdom, sacrificing wealth for the pursuit of the ‘truth’.

I can testify to Michael’s point that without money “you are a perpetual victim, a perpetual employee” – a difficult cycle to escape without a big break or some big balls.  As someone wise once told me, in the last ‘proper’ job I ever had: “you’ll never become a millionaire working for someone else”.

It’s not for everyone I know, but personally, I would love to see more journalists & publishers – especially young ones – breaking free while they can, simply because so many of the hurdles have been removed. And as I’ve said before this window of opportunity won’t last forever. 

Michael is right in lots of ways – but he misses an important point. Yes, journalists shouldn’t shy away from making big bucks. But to do so, you have to be motivated by something more than money.

Taking flight

There’s a well-known story around the invention of the first flying machine 110 years ago. In 1902 there was a race of sorts to build the first ever plane. If you were alive then, you would have put your bets on Samuel Pierpont Langley - he had years of experience, a huge grant from the US War Department and good connections with the most important people in the country. Meanwhile deep in Ohio were Orville and Wilbur Wright, with no money, no contacts and just a few friends to help them out in a small shed.

But they were famously driven by the dream of flight and its potential to change the world. Langley, on the other hand, was in it for the money and the fame. Despite his huge budget he was beaten to the prize in December 1903 when the Wright Brothers made their historic flight. Langley apparently gave up just a short time later.

Wanting to making millions for the sake of it is not a goal.

Journalists shouldn’t be shackled into a lifetime of looking and dressing like Columbo, but in order to break from that we must be driven by something bigger than money. Remember, Steve Jobs wanted to revolutionise the technology industry and even ‘make a dent in the universe’ – that was what got him out of bed, not the money.

You won’t get rich from a hyperlocal blog if your plan is just to sell ads on the site. But if you’re driven by an ambitious dream to make lasting change in your local community and make it a better place to live (and you can inspire others to follow you in that pursuit) …then you’re onto something.

You also won’t make much money setting up a multimedia production company if your plan is just to hire yourself out to whoever needs a video made. But if you get out of bed every day because you really think the industry needs storytellers that give a voice to the voiceless & challenge the mainstream media’s myopic view of the world…then you can achieve big change.

It’s not a fear of making money us lowly hacks suffer from, it’s a fear of big ideas – of what we could really achieve. 

The route above will be familiar to anyone working in broadcast journalism today as a typical career path into the industry. The sad thing is most people who want to be a correspondent will do their best to follow this track, because they assume it is the only way. And they’ll spend a career in a never ending race with all the other people trying to do the same thing, full of the stress, envy and critical comparison that comes with it.

10 years ago that was the only way to do it. But of course, everything has changed…including this.

Whatever it is you want to do with your life: be a BBC News foreign correspondent, edit a magazine, make a documentary about climate change, write a book, be an NPR producer, and every other job in our industry in-between, remember there is no single route. There is no right way.

There is only your way.

That’ll be news to some because most of us think there is a career path of some kind, as if getting your foot on the ladder with an internship is the only way to becoming an editor. But actually there are countless ways – ways that no-one has tried before, because they were too busy working on their CV, slogging it out as a junior reporter, and all of the other things we think we have to do to make it.

It’s the same reason people wear suits to work for decades, pull long hours for days on end and work for free when they really shouldn’t. What it boils down to is not living your life on your terms.

I haven’t worn a suit for near on three years now, and I don’t intend to start anytime soon. In the last two and a half years I’ve left the race to run my career on my terms – at my own speed. I know roughly where I want to get to, and I come up with plans to make that happen. Then I arrange my schedule for the week or month to suit that plan.

Don’t get me wrong, it’s not easy, and there have been lots of hiccups, false starts and outright failures along the way. But when I look back on my career so far, I know one thing: I’ve done it in a way that is uniquely me – and no-one could ever do it exactly the same way.

Most of us would probably prefer to follow the path well-trodden, because it seems safer and more sensible. But the real challenges, and the real rewards, lie in straying off the path, exploring your career on your own terms.

Whether you decide to do this is up to you. But whatever direction you take, don’t waste time competing in a race with others. Run/sprint/jog/walk your own race, at your own speed.

What does it take to make a story stick? To make the audience care enough to click “share”?

It’s not uncommon for clients to ask video producers or their PR agencies to “do them a viral”. But to even try to predict such a thing is to misunderstand its very nature.

Speaking of  ’sharing’ things around, nearly 200,000 people have shared this short film about WWF’s work transporting rhinos around South Africa. If you haven’t seen it yet, it’s worth a look, and of course it’s in the video .fu library of extraordinary video storytelling.

© Green Renaissance/WWF

You might think the way it is shot is impressive (it is), marvel at the high quality lenses used, or the style of editing. But there’s one thing this video has, that no other does, and it’s the reason it has gone viral: an upside-down rhino, flying in the air.

The ‘upside-down rhino rule’ of video storytelling

In all my days I never thought I’d ever see a rhino being suspended, upside-down, beneath a helicopter. But there you have it, right there before your very eyes.

And this is what video is for.

Video is there to take us places we’ve never been, show us things we never thought we’d get to see. It gives us access to people we’ll never get to speak to, close-ups of things our own eyes can’t see, it lets people share ideas we would never normally hear, and see what it’s like to be someone living in poverty on the opposite side of the world.

It is not there for long interviews with CEOs, or coverage of conferences, or – dare I say it – vox pops.

Tell that to all the newspapers, charities, businesses and the like jumping into the video game to churn out more of just this kind of stuff, and then wondering why no-one watches it.

The upside-down-rhino, though, means different things to different people. To a small community, seeing a politician apologise for embezzling their tax dollar, as opposed to reading about it, has the rhino-factor. So does a video tutorial in using HTML to people who need to see it to understand it.

The next time you commission, or start to make a video, ask yourself this: for your audience, will it have the equivalent of a frickkin’ upside-down rhino being suspended from a helicopter?

No? Then put the camera down and go find a story that does.

So a new year is upon us, and as usual, it’s a good time for reflection and making big plans for the year ahead. 

There’ll be some small tweaks to how I do all this blogging in 2012, so briefly, here’s a quick round-up of how to keep in touch with everything I do this year.

In return for your attention, I promise to keep writing useful practical advice on multimedia production, plus ideas and advice on publishing and entrepreneurship.

The blog

This blog now reaches between 5 and 10,000 people a week which is really nice.  The posts here are usually much more thought out than anything else I write, and focus – as much as possible – on the doggedly practical.

Make sure you subscribe by putting your email address in the box to the right of this page. It’s free, and you should only ever get an email whenever a new post is written.

You can also keep in touch over RSS – click on this link to grab the rss feed for this blog.

Tumblr

I started using Tumblr more in 2011, and it’s a much more informal place for raw ideas, quotes, thoughts and more reflection. I wrote a post looking back on 2011, which was more personal than you’d expect here, as well as explaining why I’ve quit Facebook. There’s a very small, but growing, number of readers – if you’d like to be one of them, just follow me, the tumblr way, here.

Twitter

If you want to keep up anywhere, Twitter is probably still the best place, although I’ll be tweeting a little less in 2012. @AdamWestbrook is the link to click.

Video .fu

The video.fu library of  remarkable video storytelling is growing over at Vimeo. I add any awesome factual video I find – and usually go onto to write about it here. But subscribers see the videos as soon as they’re added: a nice way to keep your inspiration flowing.

The website & journal

Finally, there’ll soon be some changes to my home page on the web, with a new design, and the addition of a web-design journal, where I’ll be creating blogazine features throughout the year.

That’s it! Here’s to an amazing 2012.

Continuing my look back at work I’ve done in 2011, here’s some of video I’m most proud of this year.

I’ve been busy all year working on some interesting commissions for lots of clients; I’ve made short documentaries, produced interviews, made 10 minute long features and more. Although the clients have always been happy with the final pieces as I’ve delivered them, looking at this collection, I can see room for lots of improvements in 2012.

[NOTE: If you're reading this in an email, click on the link to view the videos on the website!]

EcoMattic 3: home-made methane

The third film in a web series following Matt and his over-the-top attempts to cut back on his carbon emissions. He’s had his car crushed, tried recycling everything he owns. In this film, shot on the last sunny day of the year, he tries building a methane converter to power his house.

Attribution/ShareAlike

You can read a behind-the-scenes Storify of this project here.

Green Alliance: Bringing It Home

UK environmental think-tank The Green Alliance asked me to produce a film to support the launch of a major piece of research into peoples’ attitudes towards going green. It found some fascinating insight into what makes us tick when it comes to things like recycling and using plastic bags. I combined research footage, motion graphics and interviews for this piece which was shown to MPs at a launch in Westminster, as well as going online.

© 2011 Green Alliance/Adam Westbrook

MediaTrust: Untold Stories

This was the only piece of video which I produced for television this year (I work almost exclusively in online video). I spent some time with a British charity MENTER who support asylum seekers, and other minorities in the East of England.

© 2011 MediaTrust/MENTER/Adam Westbrook

Global Business Challenge China

A highlight of 2011 was traveling to Chengdu in southern China to produce a documentary about the Global Business Challenge. Nearly 100 students from around the world came together to battle for the crown and tensions ran high.

It was pretty inspiring to see such young ambitious people from places like Sri Lanka, South Africa and China showing their mettle with a determination young people in the UK don’t really seem to have: it makes you realise where the power in the future will lie.

© 2011 CIMA/Adam Westbrook

myNewsBiz: can journalists be entrepreneurs?

To promote our nationwide entrepreneurial journalism competition in 2011 we produced a short series of features, where some of the UK’s best entrepreneurial publishers shared their secrets.

Attribution/ShareAlike

And just for fun…the Absolute Radio Mobility Scooter Grandprix

Probably one of the more bizarre commissions I had in 2011. UK national radio station Absolute asked me to join their grand prix race through Central London …on mobility scooters for their breakfast show. It was one of the earliest shoots too: we had to do the race at 5am to avoid the police, and Buckingham Palace security.

© 2011 Absolute Radio/Adam Westbrook

Next week I’ll be looking at what went well and not so well for me in business terms, and thinking about my big plans for 2012. If you’re serious about doing great stuff and making a difference – whatever your field – then I highly recommend taking a good bit of time out to reflect.

Although I write lots about how to make online video, I rarely show you any of my own stuff. That’s partly because I don’t want this blog to be a shameless showreel, but this week I thought I’d collect some of the films I’ve made this year.

On Thursday I’ll put up my best video work of the year, but today I’ll start with motion graphics.

[NOTE: If you're receiving this post via email, click on the link to read the post online to view the videos]

Back in 2010 I bought Final Cut Studio when I upgraded my video production kit. The package comes with other products, like Apple Compressor, and something I’d never heard of before – Apple Motion. It’s Apple’s equivalent to Adobe After Effects, and allows you to create motion graphic animations.

Throughout 2010 I taught myself how to create animations from scratch – an investment in time which has really paid off in 2011. I have completed several commissions for whole range of clients, and even had to turn some down for a lack of time. Here are some of the motion graphic-only pieces, although almost all of my video this year feature a motion element somewhere.

myNewsBiz

January 2011 – an animation to launch the myNewsBiz student enterprise journalism competition. The two winners are now working on launching their new products. This one has a strong palette and was my first real experiment with 3D and moving cameras.

AV referendum

April 2011 – I created this explainer about the AV referendum back in May to experiment with the idea of making complex issues more simple. It was a bit more complex than any I had done before, and I had to break it down into four ‘chapters’ to put it together. This has led to the creation of a new website & business, launching in early 2012.

StuConnect

September 2011 A commission for StuConnect, a new startup aiming to help students collaborate across different UK universities. Videos like this for startups need to be short & sweet.

VInspired: Food Poverty

November 2011 – A recent commission for V Inspired a UK organisation helping young people become leaders. I’ve written about the creation of this piece in more detail in this blog post and Storify.

Hopefully, the takeaway is that you can teach yourself a new skill and quite quickly convert it into paid work. The great thing about programs like these is that they’re relatively cheap – and learning them can be completely free if you use the right sources.

I invested about £40 in a book about how to do motion graphics, and then about two hours a night for a couple of months – and I’ve easily recouped that now.

Last week I published the third instalment of a web series I’ve been making with presenter Matt Walters. In each film he tries something new (and usually ridiculous) to try and drastically cut his carbon emissions. So far he’s crushed his car, and tried to cut his waste to zero.

In this film he tries to power his house using home-made methane, and you can see the results after the jump.

Below is the behind the scenes Storify – as usual, I can’t embed it into WordPress.com – but click on the image and it’ll take you straight there.

And here’s the film, released this week.

What to buy a multimedia journalist for Christmas?

On Monday I published a book list of great titles for any journalist, producer or publishing entrepreneur. If you’re still looking for festive ideas, here are ten gadgets and gifts perfect for any next generation journalist. Enjoy!

Field Notes Set: ($9.95/£7) Moleskins are so last year. These days, the chic journalist jots their thoughts down in a Field Notes book, currently on sale in handy three-pack sets. If you don’t already, always carry a notebook with you, and always write everything down!

Redhead windscreen: ($35/£22) a quirky essential for any multimedia producer recording audio in the field. These hand made windshields are designed specifically for the Zoom and Tascam audio recorders and if the video on the website’s anything to go by, they do an amazing job of ensuring crisp audio in windy conditions. Added bonus: your audio recorder will look like a robot troll.

Adobe After Effects: ($1,320/£850) The ability to design and animate motion graphics is becoming a popular extra string to any multimedia journalists bow. The most popular (but not necessarily the best) suite is Adobe’s After Effects. Get this with a good guide book, and you’ll be creating knockout animations in months.

External hard drive: ($290/£180) Just like no-one is disappointed to receive some Amazon vouchers for Christmas, some extra terabytes always come in handy. This 2TB beast from G-Tech is both reliable and lovely lookin’.

Steve Jobs by Walter Isaccson: ($18/£12) this is on everyone’s Christmas list this year, and if it’s anything like the man’s speeches, talks and writing, it’ll be full of wisdom on creativity and business. Not to mention an insight into what it takes to revolutionise an industry.

Kindle Fire: ($199 US Only) People who have upgraded their original Kindle are raving about the Kindle Fire. The new one comes in colour and allows more iPad style user experience, but without the iPad price tag.

Plug bug: ($34.99 – US Only) A downside of all this 21st century gadgetry is it tends to hog all the plug sockets in the house. Well, TwelveSouth have come up with a neat solution: ‘one plug, two chargers, tres cool’.

Vimeo Plus subscription: ($59.99/£38) A year long subscription to Vimeo’s plus service gives you unlimited HD uploads, better viewing stats and a pass to the front of the encoding queue. Well worth it for any serious online video producer.

Glidetrack MobiSlider: ($129/£99 opening offer, December 2011) Yes, the inevitable has happened – someone’s brought out a camera slider specifically for iPhones and other small HD cameras. If you can get past the garish neon green design, this the most affordable way to add some elegant tracking to your smartphone footage.

Camera Table Dolly: ($90/£58 via PhotoJojo) But if wheels are more your thing, then why not try this new Table Camera Dolly – smooth camera moves with a greater variety of angles – a cheap option for any DSLR film-maker.

Holstee Manifesto: ($25/£16) This modest little poster has hit the internet like wildfire in 2011. I’ve had a copy on my wall for more than a year and it makes an inspiring reminder to go do epic shit. If you’re a freelancer or entrepreneur, this is good piece of decoration.

The gift of knowledge

Cheesy I know, but if you’d rather give someone’s brain a present for 2012, then here are three unrelentingly practical ideas guaranteed to make the recipients life better.

A good book: Easy to wrap as well! Here are 10 ideas from my other blog post this week.

Lynda.com ($25/£16 per month) There’s Google of course, but then there’s Lynda.com – the best online tutorial place I can think of. If you want to learn InDesign, Final Cut Pro, even HTML then Lynda’s got it all. A month’s subscription (enough to pick up a new skill) is in that perfect price range too.

RosettaStone ($240/£150+) Want a sure-fire way to beat the competition in a job interview? Knowing your Bună dimineaţa from your Guten Morgen is a sure fire way. Personally I’m trying to improve my French, but Rosetta Stone offers a range of languages to learn at home.

In 2011 I read more books than I probably did at any other time. I picked up The Catcher in the Rye for the first time, and thanks to the ease of downloading books via the Kindle app, I’ve been able to read more titles on a whim. 

My reading interests range from everything from journalism to design, to minimalism, stoicism, film making and business. I’ve picked out the best 10 for anyone making the most of the Age of the Online Publisher.

A quick note: all links to titles are affiliate links. Some titles are only available as Kindle downloads. The prices I’ve listed will probably change.

The best books I read in 2011

Steven Pressfield | War of Art: (£5.87/$9 Kindle Edition) I actually read this last year, but Steven’s follow up Do The Work, came out in 2011. If you work in any creative or business  endeavour, then you owe it to yourself to read War of Art, it is the best book I know on the battle you face to create something new. Anyone who’s launched a new website, made a film, published a book or started a business will know what I mean by the word ‘battle’: War of Art is an essential weapon.

Kurt Lancaster | DSLR Cinema: (£14.64/$22.57) This is one of the best books I know for anyone starting out using DSLR cameras (like the 5D, 7D or 550D) to shoot video. If you’ve been using these cameras for a while, it’s probably not an essential buy, but early chapters clear up any confusion you might have about frame-rates, codecs, and shutter speed.

Jonathan Field | Uncertainty: (£12.10/$14.46) Jonathan’s first book Career Renegade, was the book that made me quit my job and go freelance. About eight weeks after I finished it I was down in London starting a new life. His follow up, focuses on how to deal with uncertainty in life – if you’re self-employed, starting a new business, uncertainty is regular spectre.

Frank Rose | The Art of Immersion: (£12.92/$17.79) Frank’s book is so good, it sparked several blog posts here earlier this year. Frank examines how storytelling, journalism and even movies are being changed by new technology, chiefly by allowing audiences to participate in stories too. I can’t tell you how many ideas I had after reading Frank’s book – so give it a try.

Ira Glass | New Kings of Non-Fiction: (£8.34/$10.88) Speaking of great storytelling, it doesn’t come much better than Ira Glass. He’s compiled a collection of excellent long-form journalism, including Malcolm Gladwell and Jack Hitt. It never hurts to read journalism at its finest.

Derek Sivers | Anything You Want: (£5.73/$5) Another title that sparked a big blog post here in 2011, Derek Sivers has some of the best common sense (or as he would say ‘uncommon sense’) advice for starting a business in the digital world. It got me wondering how newspapers would fare if they were run this way – if you liked that post, then dig deeper with Derek’s book.

Brenda Ueland | If You Want To Write: (£7.99/$7.99)This one came recommended by future of photography expert Miki Johnson this year, and boy is it a game changer. Brenda offers the best no-nonsense advice for anyone wanting to write (fiction or non-fiction) and her style is addictive. A word of note, this book was published in the 1950s so comes with some rather old-school values. See past that and you get some gems.

Darrell Huff | How to Lie with Statistics: (£5.99/$6.83) And sticking with old school, here’s another mid-century treat for any journalist dealing with numbers – a skill very few excel at (if you’ll excuse the pun). Guardian data journalist James Ball recommended this book to me as a great primer for the tricks people try and play with numbers. If you’re into data, infographics or similar this is fun introduction.

Alison Bavistock | The Naked Author: (£10.42/$22.95) Alison’s new book is a beefy guide for anyone thinking of by-passing traditional publishers and joining the likes of John Locke as authors making a mint on Amazon. As well as practical advice, Alison takes a good hard look at where publishers fit in this new world. [Disclosure: Alison is a colleague at Kingston University's Department of Journalism & Publishing].

Al Tompkins | Aim for the Heart (2nd Ed) (£18.99/$29.35) US TV news journalist Al Tompkins has updated his guide to video storytelling and has techniques on interviews, graphics and ethics. It’s aimed at the US local news reporter, so is a bit focused on quick soundbites and writing leads – but Al’s core message is an invaluable one: tell human stories.

Scott Belsky | Making Ideas Happen: (£6.06/$17.79) the founder of 37 Signals (one of the most successful web businesses out there) published this book early in 2010, but I had to wait patiently until this spring to get a copy in the UK. It’s worth the wait though: and guides you through the 99% of perspiration that goes into creating great stuff, with neat advice on time management and motivation.

What great books have you read in 2011?

They’re both quite memorable vignettes, one about loss, the other about finding someone. But they both have something in common: what you could call the big reveal – and it’s a potent storytelling tool.

The big reveal is about setting up a moment in your film where you surprise your audience by revealing a crucial part of your story: the answer to the mystery, the ‘will they live happily ever after?’ type question – or sometimes just something as simple as ‘what’s in the box?’.

To do this, however, requires going against an important rule in journalism: it requires you to hold something back from your audience.

Traditionally journalists structure stories in the classic inverted pyramid: most important stuff at the top, then adding less vital information as the story goes down. In broadcast, journalists often use a ‘figure-of-eight’ pattern to achieve the same effect. Both of these formulas are about giving the audience the big facts right at the top.

But the two films above do the opposite. They hold back information for as long as possible.

In Wait For Me, there are two reveals: firstly a short one at the beginning: revealing what’s inside the box; and then right at the end, revealing the details of her son’s disappearance.

In the Guardian’s Soulmates story, the fact this is an online dating story isn’t revealed until a minute in; then there is a lovely visual reveal, when we discover the person she is painting is her partner.

The big reveal is a good storytelling tool because by setting up a mystery, by holding information back – even for just a minute – you pique your audiences’ attention: they want to know what’s in the box, and will hang on to find out – in other words, they’re more likely to watch your story all the way through.

The narrative arc of the “Heros Quest” guide to storytelling is so successful because it begins by setting up a big question: will Luke Skywalker kill Darth Vader? Will the Man on the Wire make it across the Twin Towers? And it gives the audience an opportunity to figure things out for themselves, and feel the reward that comes with it.

The US screenwriter Billy Wilder said it best (the quote, at least, is often attributed to him):

“If you give the audience two plus two, and you let them add it up to it equals four, they’ll love you forever.”

It comes at the expense of direct, clear information – what news is supposed to be about. So it’s not something for the 6 o’clock news to adopt.

But of course, we’re not the 6 o’clock news – we’re the new generation of online video storytellers. Let’s experiment with the formula a little bit.