Bo Sacks distributed an interesting article by Peter Houston yesterday called “How to build a future-proof editorial operation: Insights from IFJ 2023.” IFJ being the International Journalism Festival in Italy. I’ll review his five points and give my take below.
1. Serve your audience
This should be obvious, right? If you make a product, you should make it the way people want it.
But isn’t there a bit of a tension when it comes to editorial products? There’s a lot of conversation around the conflict between what people might want and … telling the truth?
That’s a challenge that publishers have to face. Are you providing a product the way your customers want it, or do you have some other standard? That can be tough.
But Houston is focusing on another aspect of this, which is to give readers solutions. Don’t just complain about problems. And I agree with that to some extent. If you’re talking about something where there is a clear solution. Don’t get out of your wheelhouse here and start offering things as solutions that are actually just opinions.
2. Look after your staff
Yes. Retention is important in most businesses, but let’s be honest, we’re probably facing a time when AI will be taking jobs, so the important thing is going to be retaining your top talent. It’s going to be difficult, but you’re probably going to have to lose some people. Make sure it’s not the people who drive your business.
3. Cover the climate crisis.
This one bothers me a bit. There’s a big partisan gap on this topic. Some people want that coverage while some people are sick of it. Again, are you trying to create a product that your subscribers want, or are you lecturing them?
4. Pay attention to AI
No. Don’t pay attention to it. Start using it. Right now. In at least two ways. First, as a productivity tool. Second, start thinking about ways to use AI to create personalized content for your readers.
5. Be cautious, stay curious
Houston says publishers should avoid chasing every new development in media. Rather, they should focus on their brand values and on their audience.
Well – yes and no. Definitely focus on your audience, and definitely avoid falling too hard for the latest shiny object. But some of those shiny objects will represent new opportunities, and you need to spend some portion of your resources pursuing them.
I think that’s the point of the “cast your bread upon the waters,” thing. There’s an element of chance to success, and you need to be out there to capitalize on it.
Here’s the original article: How to build a future-proof editorial operation: Insights from IFJ 2023
