Adam Westbrook // ideas on digital storytelling and publishing

Introducing: the journalist of the future

Posted in Journalism by Adam Westbrook on July 23, 2009

There’s been enough talk about the cancer spreading through modern journalism. The cutting of jobs and money, the shedding of audiences and advertising, the invasion of PR guff and the medium’s failure to reject it; and vitally, the disappearance of time for journalists to do some proper journalism.

I’m tired of talking about the past and want to know what’s coming next. Here’s my picture of a future journalist, based on books, blogs, a couple of talks I’ve given recently and all the noise on Twitter. As always, it’s by no means comprehensive – so let me know what’s right and wrong in the comments box!



Introducing: the journalist of the future

This combines the technical skills the new journalist will need (plus the old ones), new ways of collaborating with audiences and journalists across the globe; and most importantly an entrepreneurial edge to create an army of “creative entrepreneurs”.

The Jack of All Trades

Let’s get the obvious ones out of the way first: the journalist of the future is a reporter, a video journalist, a photo-journalist, audio journalist and interactive designer, all-in-one. They shoot and edit films, audio slideshows, podcasts, vodcasts, blogs, and longer articles.  They may have one specialism out of those, but can go somewhere and cover a story in a multitude of platforms.

They may start off hiring the kit, but eventually will become a one-person news operation, with their own cameras, audio recorders and editing equipment.

They don’t just do it because it potentially means more revenue; they do it because they love telling stories in different ways. And let’s get another thing straight: they still live and breathe the key qualities of journalism: curiosity, accuracy and a desire to root out good stories and tell the truth.

The Web Designer

It goes without saying the journalist of the future should know several languages, two of which should be XHTML and CSS (and the more spoken ones the better). Their ability to design interactive online experiences will give them an advantage over competitors and a chance to charge more for their work.

They have an amazing portfolio website which shows off their wares.

They understand audio and video for the web does not follow the rules of radio and TV. They know what works online and what doesn’t. They can use social media to drum up interest and audiences in what they do, and are members of LinkedIn, Wired Journalists, Twitter to name just a few.

And it also goes without saying the journalist of the future has been a blogger for a long time.

The collaborator

The journalist of the future doesn’t belong to the world of “fortress journalism“. They don’t sit at their desk in a newsroom all day – in fact, they work from home.

They use Noded Working techniques to find collaborators for different digital projects; picking the most talented people from around the world. There are no office politics or long meetings. They market their work well enough to get chosen to take part in other projects.

And the journalist of the future aspires to the ideals of Networked Journalism set out by Charlie Beckett. They are not a closed book obsessed by the final product. Their journalism is as much about the process as the final product and they use social media technologies to get reaction to stories, find contributors, experts and even money. To top it off, they share their final product under the ethos of creative commons so others can build on it.

The Specialist

The internet has shown we’re just not prepared to pay for general news, especially when someone else is giving it away for free. The decline in newsrooms killed off many correspondents and specialists, but the journalist of the future knows there’s more money and more audiences in a niche. So they become more of a specialist in some areas, or use a current specialism to build an audience around what they do.

Science journalist Angela Saini, for example, uses her qualifications in the subject to get her work with a whole host of TV and radio science programmes.

Business, showbiz and sports news I think have a paid-for future – but so do other specialisms.

The Flexible Adapter

The journalist of the future will be born out of this recession and the death of traditional journalism. They’ll succeed now because they adapted, re-trained and were prepared to change their ways. And that is what will help them survive the next downturn too, and the next media revolution. They are flexible, creative and not stuck in their ways.

Mark Luckie, writing over at 10,000 Words says this ability to reinvent is really important:

…being a Jack of all trades is only the starting point. Journalism and its associated technologies are changing at a rapid pace and to learn one skill set is to be left in the dust. Sadly some of the technologies…will be obsolete in just a few years time. To survive in this industry means continuously evolving along with it.

They embrace new technologies, rather than view them as a threat. When a new social media tool or technology comes along, they ask themselves how can I use this?

And they are prepared to live light for a bit. They can live cheap, which means they can charge less and get more business. As David Westphal writes, describing journalist Jason Motlagh:

He lives modestly and accepts that there may be periods in his work where he’ll have to do something besides journalism to pay the bills.

The Entrepreneur

The journalist of the future is a Creative Entrepreneur. Their business is their talent, creativity and knowledge. They are a freelancer, yes, but not a slave to the odd newsroom shift or rubbish PR story; instead they are in command of their destiny by creating content people will pay for. They discover stories and generate new ideas and sell them.

Back to Charlie Beckett in Networked Journalism:

“Entrepreneurship must be part of the process because every journalist will have to be more “business creative”…Journalism and business schools should work more closely together as information becomes more important to the economy…”

Their multiple skills means they can pitch countless ideas in several formats, for a wide variety of clients. They run their new start-ups in the get-rich-slow mentality described by Time Magazine as Li-Lo business:

It means that your start-up is self-sustaining and can eke out enough profit to keep you alive on instant noodles while your business gains traction.

And they think outside the small journo bubble: their clients aren’t just Cosmo or Radio 4, but B2B publications, charities, NGOs. They get grants from journalism funds to pursue important and under-reported stories.

Evidence has shown several sacked newspaper journalists have made a new career by remembering newsrooms aren’t the only people who pay for content. Brian Storm, from MediaStorm, quoted in PDN Online says:

“NGOs and corporations are just now starting to see the power of multimedia stories…A pr message has no authenticity. It won’t go viral. Organizations are looking for a new way to get their message out, and journalists can play a role in that.”

The Storyteller

And most importantly they do the thing all journalists have ever done: tell stories. But they do it better than traditional journalists because they are not so constrained by time or house styles or formulas. They understand what makes a good story and aren’t afraid to break some rules.

And they have the time to tell the stories properly: truthfully, accurately and responsibly.

I think these make up an exciting future for journalism, but also for the people who try this form of journalism out. Is there anything more exciting than being such a creative entrepreneur?

There’s never been a better time, I tell students, to be a journalistic entrepreneur — to invent your own job, to become part of the generation that figures out how to produce and, yes, sell the journalism we desperately need as a society and as citizens of a shrinking planet. The young journalists who are striking out on their own today, experimenting with techniques and business models, will invent what’s coming.

Most experiments will fail. That’s not a bug in the system, but a feature. It’s how we get better.

Dan Gilmore, Centre for Citizen Media


67 Responses

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  1. Alexandre Gamela said, on July 23, 2009 at 7:47 am

    Great post, it’s great to see that some ideas i have are shared by others.I wrote about the same here, but i missed the specialist part. It’s true, a strong knowledge about a specific subject is an advantage, now more than ever.

  2. O jornalista do futuro : Ponto Media said, on July 23, 2009 at 3:10 pm

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  3. duckrabbit said, on July 24, 2009 at 12:39 am

    Awesome, as ever.

    BUT …
    ‘They are not a closed book obsessed by the final product’

  4. behnnie said, on July 24, 2009 at 4:41 am

    I’m really excited at the prospect of seeing journalism move more and more in this direction. Fresher, more vital, always movement beneath the surface. Guys smoking cigarettes over mugs of coffee and noisy typewriters are fine for the movies (*insert plug for “The Hudsucker Proxy” here*), but for the pace at which the world moves today it’s just implausible to think that mode of journalism could keep up.

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  8. […] 25, 2009 · Leave a Comment UK multimedia journalist Adam Westbrook has a clear view of the journalist of the future. Westbrook lists numerous technologies, from Twitter to XHTML, and new ways of working that will […]

  9. Michele said, on July 25, 2009 at 1:23 pm

    Well said. It’s difficult to articulate the fact that future journalists (and let’s just go ahead and say this should be true for current journalists, but unfortunately isn’t) should be jacks or janes of all trade while still being specialists. The trick is to be dexterous in modality while specializing in a topic area.

    The one area I would add to this is to say that the future journalist should also be a skilled data-miner. I think we (industry and educators) have focused heavily on multimedia storytelling (Flash and video) as the future of news, but also need to direct our attention to the wealth of information that can be had from the organization and presentation of data in the form of searchable databases and mashups.

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  12. david dunkley gyimah said, on July 25, 2009 at 8:08 pm

    Very nice Adam,

    But then you’ve got the kwa. One thing whilst the use of the word “journalist” is appropriate in situating your argument, could it be that the finder of news will not be called a “journalist” – an arcane word?

    And could it be that if The Media Standard Trust et al work through a trusted-kite mark system to acknowledge journalists who meet the new “standard”, it’s likely they’ll be further fragmentation, such that old style journalism will persist, new will hold its own and then there’s the unknown?

    The unknown presents an interesting scenario. I remember working in the dotcom boom of 2000 in Soho and whilst we knew web Mk II as we called it would happen, we couldn’t envisage this.

    Now, if we trend extrapolate, much of what we see now has intensified in the last five years of the web’s more or less populous 15 years and the next disruption/liberation could be even more startling.

    For IM6’s, one of the names I have given it :Game theory; News grids; 3d web (metaverse) facilitated by game graphic cards; new non sequential narratologies, and greater filtering could be the norm. And the delivery of news could increasingly occupy public spaces.

    In 2001 Viacom asked our company then to work on something called XTP ( Cross track projection) – visuals on the underground. Public space, also was a key point in Beyond Broadcast- Media Futures 2000.

    Professional filters seems to be something lecturers will become, according to one former Vice Chancellor advising the UK government. I have got that link somewhere.

    Anyhow’s great stuff all the same.


  13. […] – This post by Adam Westbrook backs up nearly everything I was saying in my last post about journalism and the future.  I feel great because I have five former students […]

  14. Mark N. said, on July 26, 2009 at 1:56 am

    One question – who pays the legal fees for the journalist of the future if some corporate entity doesn’t like what she wrote and tries to sue her to silence her?

    The reason why traditional news media are important and cannot be replaced without a loss to civic life is that only salaried employees backed by the legal staff of a news organization can take the risk to do real investigative journalism. It is too easy for anyone in power to sue a freelancer.

    So if you are correct, we will live in a world where one of the essential checks against corporate and government corruption will be gone. It’s a shame, but that’s where we are heading.

    • elle said, on July 27, 2009 at 4:40 am

      If organized, well-funded media organizations were the only outlets for anonymous sources, I’d agree. But for those concerns to be valid, one must assume the survival of current measures of media credibility and methods of reporting.

      If lawsuits and government suppression attempt to dictate coverage, then news breaks anonymously. In current media, credibility is earned through an appearance of a professional process to guarantee accuracy and objectivity.

      Emerging media have broken that appearance down to expose its very human flaws – inescapable bias, human error, vanity, fear, concentrated into small organizations. In emerging media, credibility comes from publishing the evidence directly, and context is presented through the persistently streaming nature of the media; fear, bias, subjectivity and error exist, as they always will, but are dispersed among the broad group of active participants in the news, as opposed to the broad group of passive consumers in current mass media.

      Iranian unrest is an example of this; even look at the relatively minor story going on now of AT&T censoring 4chan. Neither the Iranian government nor AT&T can effectively intimidate thousands of semi-anonymous people covering a story. AT&T’s one loud voice is equalized out by thousands of smaller ones; current media that are even aware of the story will be 12-24 hours behind it, if they cover it at all.

      • buzztart said, on July 29, 2009 at 12:04 am

        Brilliant, Elle – the ‘checks and balances’ of online media exposure will expose a lot of lies. But the number of journalists earning a living from exposing the world’s evils is minuscule. Most journalism is stock standard stuff, we’re not all out there crusading.

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  16. Tom Matrullo said, on July 27, 2009 at 2:53 am

    Prior to these salutary roles, consider whether the journalists of the present have managed to analyze their predicament well, or at all. If for example they cannot see how it’s come about that all the money people are willing to pay for content is ending up going to the folks providing internet access, they pretty much deserve the hell they’re in.

    So, before the entrepreneur and the guy who plays well with others, how about the analyst? the people who remember some history? the people who study economics? the people with imagination?

    More about this here:

  17. Mark said, on July 27, 2009 at 3:12 am

    thanks, good post

  18. elle said, on July 27, 2009 at 4:25 am

    The ideal journalist of all times has been the timely, truthful storyteller. The media change, but that trait’s always constant.

    Limiting journalists even to these broad categories is limiting their potential. There’s fewer reasons now that artists of all stripes can’t be journalists, so long as they commit to understanding stories quickly and telling them truthfully.

    Indeed, as social media grow in relevance, they don’t have to be Web designers, or videographers, or even literate. They just have to tell their story to one person with the right connections – digital media can record that story without distortion, and social media can distribute it in hours without bias.

    Neda didn’t walk out of her house a journalist, but she died as one. Consider that.

  19. links for 2009-07-27 « David Black said, on July 27, 2009 at 8:10 am

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  20. rocksteadywithme said, on July 27, 2009 at 9:19 am


    I want to be a journalist, and i really needed that.

  21. […] Introducing: the journalist of the future « Adam Westbrook They use Noded Working techniques to find collaborators for different digital projects; picking the most talented people from around the world. There are no office politics or long meetings. They market their work well enough to get chosen to take part in other projects. (tags: news future internet journalism media socialmedia onlinejournalism journalist) […]

  22. Lisa Hogben said, on July 28, 2009 at 6:06 am

    A great discussion and Elle paricularly has some relevant points.

    And while I believe I actually fall into the category of the ‘Future Journalist’, BUT and this is the big one, I am struggling to find decently paid markets for my work and while many of us have adapted to the new skill sets necessary to produce vibrant, intelligent, well researched and critically thinking pieces, who is gonna pay for it?

    Perhaps there is one very important category that can be added to the position of ‘Future Journalist’ -Salesperson.

    Cos folks, thats really what we have to be above and beyond anything as hi-falutin’ as a ‘Story teller, Collaborator and Entrepeneur’

    At the end of the day you still have to eat…

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  24. ciara leeming said, on July 28, 2009 at 7:54 am

    great post and fairly reassuring. while the web designer part goes over my head I read this feeling like i’m actually doing a lot of the other stuff. hope you’re right.

  25. Eve Coulon said, on July 28, 2009 at 1:51 pm

    I think one of the big factor ignored by this model for the future of journalists is MONEY.
    I personaly doubt that anyone could be all this while providing quality journalism and make a decent living. You can try to be a jack of all trades if you wish, if no one is paying for it you’ll end up very tired and very broke. If there isn’t enough money in this business anymore then we must accept that fewer people will work as journalists and as a result the quality of news will deteriorate, it’s already happening.
    Everything has a price, as long as readers think they can get quality news for free, that editors think they can get with one person the amount of coverage and quality they used to get with a team of five but with a fraction of the money, that advertisers think they can dictate the content of news, then quality news gathering cannot exist in whatever form. Something will have to give.
    As for investigative journalism and underreported world issues, I would be careful before burrying the ‘traditional’ model, reporting abroad is expensive, (how many stories of this type are produced every year thanks to grants ?) Let’s not forget that most international news come from ‘traditional’ media organisations (mostly wires now as newspapers have fewer and fewer foreign correspondents) because reporting from certain parts of the world requires not only financial support but strong logistical and sometimes legal support (underreported stories are underreported for a reason), in certain countries authorities don’t even understand the concept of freelancing.

  26. Srcphoto said, on July 28, 2009 at 5:34 pm

    I agree with the MONEY comment. As a matter of funding, education, training and time, the new journalist must have to hail from the upper crust of society. Education is expensive. Digital equipment is expensive. Travel costs are expensive. Legal issues are expensive. Where does the upstart journalist gather the funding to even equip themselves with the training to know XHTML and CSS, as well as be a proficient and erudite writer, at the same time being a bang on photographer with a killer portfolio, and a smashing videographer who also happens to edit a documentary or a PR commercial on the fly, while still taking into consideration the the “fair and balanced” view and perspective of a well covered story?

    I am sorry to disagree with your perfect model of the new journalist, but you have just described in one person what is required of an entire newsroom in either print or broadcast.

    Perhaps you forgot to mention that the new journalist must be a rich (and most likely white) Ivy League educated socialite with a trust fund and personality traits that border on that of an obsessive sociopath.

    I ate to thing of what kind of person is able to manage all of what your model designates, and still manages to eat in a day, or bathe, or have any form of meaningful connection to other human beings.

    In fact, you have just described the new journalist as a machine, permanently plugged in and ready to produce a manufactured product.

    I suppose Honda would be better at building the new journalist as an offshoot product of their ASIMO robot line.

    Much like automation killed cottage industry 150 years ago, so too will digital automation kill off the need for a human observer of history.

    Rest in piece human experience. Long live the machine.

    • Srcphoto said, on July 28, 2009 at 5:37 pm

      (apologies for my numerous errors in spelling and grammar… I turned off the automated spell checker)

  27. adamwestbrook said, on July 28, 2009 at 7:55 pm

    Srcphoto no worries about the spelling and grammar!
    Sure, money is still an unknown…but I disagree with your suggestion the future journalist will have to be from the ‘upper crust’.

    All of the above things aren’t as expensive as you make out: CSS and XHTML you can learn with time, google and a firefox plugin (free); filmmaking kit you can put together for a few hundred dollars (I did it for under £500 which I saved up by making sacrafices elsewhere in my life); they will have to be ‘proficient and erudite writer’ but that is a natural gift for people no matter what their background is.

    And they’re not there to replace entire newsrooms – they’re there to supplement them. When it comes to specialist knowledge, don’t journalists from less advantaged backgrounds have an insight ‘upper crust’ journos would kill for?

  28. adamwestbrook said, on July 28, 2009 at 7:56 pm

    …sorry I forgot to respond to your machine scenario- again, the point of being a creative freelancer is you work on your own terms; you’re not tied to a desk and can give stories the proper investigation they need — if you get the funding of course!

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  35. David Anderson said, on August 1, 2009 at 10:02 pm

    Excellent piece. However, we shouldn’t invent words when perfectly adequate, time-tested words exist … “specialism” doesn’t appear in my dictionary or thesaurus.

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  41. j said, on August 7, 2009 at 12:00 pm

    We can all get excited about the journalists of the future, but with no business model – who is going to fund it? Do blogs make enough of a living for the blogger? Will they ever? That’s the most pressing problem – the business model for online news – and needs to be addressed quickly otherwise news out put is going to get smaller and smaller.

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