Entrepreneurial journalism is a disruptive force as well as a response to disruption and requires new skills, says Prof Jane Singer.
Professor Jane Singer currently from City University talked about unpicking the definition and skill set of entrepreneurial journalism at Uclan's research symposium. EJ is poorly defined.
She describes the entrepreneurial journalist as pitchman, woman, fundraiser, campaigner business brain and lots more things.
'It is about developing creating and sustaining economically viable ontent ideas. Luring and keeping audiences and managing shifts in practice and perception.'
To sum up, there are some interesting categorisations propsed between traditional and 'EJ':
Traditionally: aggregated, faceless no meaningful contact - relationships is the job of marketing and circulation staffs.
For advertisers: making money is the job of advertisers, advertising is not my job, autonomy norms pervent and forbid contact so that you are free from influence
Content rests on professionals skills norms and resources, focus on editorial content value, central civi role perception, competition is knowable and finite
Traditional activity is reporting, writing editintg response to social media
Someone else's problem to pay my wage
Entrepreneurial journalism:, clear and precise understanding of audiences, personal contacts, attention and responses, niche audiences, must be actively courted, audience are often active.
Here there is an overlap between advertisers (there is an overlap between advertisers and audiences. advertisers must be courted and nurtured, privacy concerns emerge related to audience information, personal financial stake, need to recoup costs, yet autonomy norms haven't gone away.
Institutional resource advantages disappear (expectation you will be spoken to ina certain way/clout saying you are from the Sky news etc), demand for skills may not be high, niche audiences seek customisation and connections, differentiation from current offerings have options, competition is unknoable and ever expanding.
Business skills and new collaborations and partnerships become more vital. costs for news creation, what else costs money, massive instability, bottom line coming in and not understanding revenue streams etc
Revenue money is now chief concern, what people willing to pay for, a single revenue stream is seldom enough, everyone is chasing the same few sources
EJ is itself disruptive as well as being a response to disruption
Who am I now in this envinronment?
What do I do?
Which relationships must I nurture?
What defines success and survival?
Exploring this territory will be especially interested in the franchise model being developed by Townfizz under the TSB hyperlocal technology demonstrators.
How can they become a sustainable innovator? Watch out for Prof Singer response: AEJMC conference in Montreal coming soon for more.