MADRID .- Internet has changed the Journalism forever, a sector that has to respond to information overload and changing habits of your audience, understanding individuals that comprise it and venture to experiment with new approaches that will lead to an even unknown future.
The possible ways to overcome the structural crisis of the media starred Today the “Big Tent” forum, organized by Google in Madrid to discuss the future of journalism and digital media.
The university professor and journalism guru Jeff Jarvis said the future of journalism in the Internet age is unimaginable, like he was thinking about papers when printing was invented.
“ Internet is the Gutenberg of our time and do not know what will give “he said, but urged journalists to use” thousands of tools “that have been created through the network.
The Director of Public Policy at Google in Spain and Portugal, Francisco Ruiz Anton said the network has “upside down” numerous sectors in which technology plays a crucial role.
In the news, he said, no one is clear about the model or models to be follow, but obviously media network “must walk a path together.”
Jarvis urged to overcome the “old model” which was centered in the mass media , because you need to start treating the audience as a group of individuals and not as a mass. Now you can not offer the same to all
“The first thing we must do is learn to listen (…). Knowing what people want, “he said.
He also stressed the need to understand how each user to provide both customized content and advertising director ft.com, Robert Shrimsley and the digital area director Les Echos, Frédéric Filloux.
In this task, data analysis stands in essential tool.
On the other hand, cooperation between different media is growing, according to Jarvis: “You have to find the best stories and share them with links ” stressed
“The Internet is for people to share information. (journalists) do not want it to be gatekeepers of information, “he said.
For the journalistic guru, unique value only for three seconds because in a world characterized by overabundance of data, after which time the information will be everywhere.
He advocated journalists to specialize, add
value and context information, are able to find what is relevant, confirming the facts, explain They deepen them and build bridges between the experts and the audience.
Both Jarvis and Shrimsley and Filloux agreed on the need to provide value , do something unique to have journalistic success or at least to be relevant.
“very important resources are lost doing what others have done,” criticized Jarvis.
As for advertising, shared that still has a future as form of funding source, but it is no panacea.
In short, it will measure the volume (number of clicks) to analyze the minutes of attention devoted to information.
The director of the website “Financial Times”, which works with Subscription- explained that traditional media have to face that advertising can not sustain “scale” and that the barrier inputs to create content has fallen and other -emprendedores- actors come in.
“People seek information and take anywhere, competition is everywhere, is very agile and is ready to react quickly, “Filloux said.
In addition, related Shrimsley, reading habits in the mobile era have changed and the user has to take” constant decisions “about what to read (or what social network or access what game part).
So, experts have stressed the importance of knowing how the user is and what their interests are.
“We can not predict the future, is too soon. But I can imagine future, build them, “Jarvis encouraged.
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