Its staff will be organized in empowered, cross-functional teams around the communities they serve rather than in production silos (a photo department, a copy desk, a circulation department). It will be nimble and able to foresee new opportunities to make and improve services.
…I learned that for the thousands of fans there, content is not a destination. It is a social token. When my daughter shares a video with a friend, she is doing so not as a recommendation but instead because the video speaks for her or because it says something about her or her relationship with the friend. Content becomes a tool for what someone else wants to do. How do we bring journalism to people’s conversations wherever and whenever they occur?
Note well that in each of these situations, we must shift from media-centric products — our newspaper, our content, our home page, our comments — to public-centric services: a place for people to come together with residents of their town; a place where seniors can find the right adult development for them; continuing alerts about developments in an issue a high-school parent cares about; a means of connecting with others who are concerned about filthy park to get it fixed; and so on. I am not talking about personalizing the serving of the content we already have (though that would be a good and necessary start). I am talking instead about building new products to serve specific constituencies in new ways.