In October 1996 Phoenix Newspapers was invited to a CCI Europe seminar on how news organizations were changing and what technology they would need next. This memo is my report back to John Oppedahl, the senior editor of The Arizona Republic, with copies to Chip Weil, Mal Applegate and Pam Johnson.
The company in the room was good: senior executives from the Chicago Tribune, the Ft. Lauderdale Sun Sentinel, the Orlando Sentinel, De Telegraaf of the Netherlands, Ullstein Verlag of Germany, Politiken of Denmark and the Helsingin Sanomat of Finland, plus CCI’s management team led by managing director Carsten Christensen. Gunther Bottcher of IFRA facilitated. CCI wanted to use what it heard to plan its own direction for the next two to five years, and to shift from an engineer-driven company to one focused on customer needs. The newspaper people at the table liked that idea a great deal.
My summary came in two parts. The good news was that Phoenix Newspapers wasn’t out on a limb:
PNI’s vision of an integrated and fully connected system is a concept shared by all of the participants and being implemented at those newspapers today.
The not-so-good news was that getting there would take a great deal of work — and most of it wouldn’t be technical:
Not only technical or system work, but striving to address issues of how we organize, train, and deploy our workforce.
The workforce piece would be the toughest, with or without union considerations. We were fond of our journalistic traditions and our workflow, and the org chart was easy to manage. But business processes would have to change if the technology investment was going to pay off:
Flying a jet between two cities 50 miles apart is a waste of equipment.
Much of the memo is about the new newsroom. The seminar group predicted a shift toward “content teams” organized around products rather than coverage areas — closer to the way we had already built advertising sales teams. That meant more skills, more training, and an end to the unspoken single-task job description: I’m a copy editor, I don’t write; I’m a reporter, I don’t edit. With no expectation of hiring beyond existing staffing levels, the goal was multi-skilled specialists.
The day of the “designer only” is coming to an end.
The idea I still like best here is the difference between re-purposing and pre-purposing — deciding early that a story will be written for and published in multiple mediums, rather than pushing it through the production system for print and then reusing it. Which also means tracking and archiving every element. Hard enough for print, as I told Oppedahl. Add video, audio and other data types and it gets harder.
The section on communication tools holds up too. E-mail worked one-to-one, but broadcast a request on deadline and most people ignored it, assuming it wasn’t meant for them. What the newsroom needed was closer to shouting a question across the room:
This communication model is a “many-to-many” system that allows everyone to join the discussion.
I pointed to PNI’s Lotus Notes discussion databases as proof we already had the technical ability. What we lacked was the cultural shift. The memo closes with a short list of other issues — content management, production management, user interfaces, and system manageability, where I wondered whether the network computer might replace the personal computer.