Tag Archives: Pat Loughrey

DNA09: ‘The Established Media React’

A look at how mainstream media (MSM) is seizing upon, or resisting technological changes.

A panel chaired by Wired Magazine’s Ben Hammersley. He is joined by:

  • Guido Baumhauer, director of marketing, sales and distribution at Deutshe Welle.

Hammersley points out this been happening for a long time. So why are we still having the same conversations about the mainstream media reacting? There wasn’t really an answer to that one but there were some other big questions raised:

Are ‘publishers’ and broadcasters ending up in the same space
?
It’s not really a relevant distinction, the BBC’s Loughrey tells Journalism.co.uk after the discussion.

“I do not see myself as part of the established media,” Hans Laroes is keen to point out at the beginning.

The broadcast enterprise is still quite a separate one from the web at Sky, says Bucks – although web users already have some influence on television content, and maybe, the future could see online increasingly dictating television content.

What on earth is ‘database journalism’?
Neil McIntosh said that while ‘it has to be said it’s being used for extremely boring journalism,’ it’s about pulling together raw material in exciting ways, such as in crime mapping. There is lots of potential for the Wall Street Journal, he added.

How do we manage editorial, strategy and sales relationships?

Following on from his keynote speech, Vandermeersch stresses that editorial, sales and strategy will have to work closer together.

However, how far that goes is up for debate he says: for example, do you drop stories which are less good commercially?

Meanwhile, at Deutsche Welle, marketing team, editorial and media sales representatives are meeting in small ‘competence teams’  in order to address monetising and editorial issues in different countries (they have 4,500 media partners worldwide), explains Baumhauer.