End of Year Thoughts on Job Searches and the News Business

With the economy going from bad to really bad, I recently applied to lead newsrooms, in several interesting markets. Despite my exhortations and long record of success, general managers can’t seem to get past the ten year interval since my last news director job. Another problem may be that the last ten years have not been well used by many of those running TV stations. Instead of building new models of storytelling and promoting approaches that appeal to the social networking culture, stations have focused on finding ways to do what they have traditionally done, only more cheaply. The result is fewer viewers and little appeal for younger audiences. Cutting costs, though necessary, will not save, or even improve, TV news.

One of the great recent changes is the advent of video journalists (VJs) who write, shoot, and edit their own stories. Also known as backpack journalists, stations and other news organizations, including newspapers, are using the new technology in different ways. Made possible by smaller cameras and desktop editing programs, the positive potential of VJs is enormous. Many stations and even international networks are using these tools reasonably effectively, and have been for some time. But there are problems. Audiences are not growing. The new tools and cost savings may help the bottom line but inevitably drive viewers away rather than draw them in. Even on the web, few of these video entries rise to the level of compelling content.

If a VJ is going to produce a news story, she, or he, can’t do it the way a three person team, a reporter-videographer-editor, would tell the same story. Competing against a team of specialists who are doing the same thing will often find the generalist (the VJ) with a story that is not as interesting, compelling, and attractive to viewers.

Before we go any further let me make it clear that I support, encourage, and embrace the use of VJs. The more personal approach the new tools make possible offers creative possibilities that prior generations could only dream about. When VJs have failed to thrive it is because of what they are being asked to do. Unless the VJ tells stories that give viewers something other than what they can get from a traditional news package, they will be destined to look like a new—but not necessarily improved--version of an old medium.

Instead, TV news departments must properly engage new technologies by encouraging formats that are conducive to the tools. That means exercising judgment in figuring out which stories are right for VJs and having options—including traditional crews--available. The challenges and safety concerns in covering the news demand that sometimes one person cannot cover a story alone. On the other hand, certain stories can be better covered with smaller, less intrusive equipment, and storytellers who are personally engaged and know how to use technology to create meaning out of the events, people, and issues that make up news. It also matters on what device the story will be viewed.

Because there is a fear of failure—understandable but ultimately destructive—station leaders tend to resist new approaches. The result, as stated earlier, is slow, steady decline. Reversing this trend means welcoming experimentation. Start small. Choose one newscast to try new ways of using technology to tell stories differently. But be smart. I have seen too many failed experiments. One station placed a good looking anchor on a big map to give a traffic report, sort of going low tech to highlight the personality. Such gimmicky approaches add nothing of value. They are being different just for the sake of being different.

Making this work also involves structuring news departments differently. Command and control must be replaced with a well articulated hierarchy of goals that are dynamic and news driven. Self directed teams that understand their assignments will be creatively challenged to deliver content that matters using technology that supports each particular approach.

So what will this all look like? Story tellers must connect and insert themselves in the stories they capture with small cameras. It is an approach that requires engagement and social awareness but must be supported by a foundation of good journalism. Ultimately, it is walking a thin line but being able to maintain a fair minded approach while presenting—even embracing--different sides of an issue. It is not a traditional 1:30 news package.

These are not wild dreams. On the contrary, I understand the daily demands of running a successful and profitable news organization, which is precisely why I am eager to work again in news at this critically important turning point. So, I will continue to dream and work toward making things better. Others’ reluctance, based on their fear of failure, will continue to be an obstacle. Finding ways to effectively overcome obstacles is the pathway to success.