I have picked out three key points and their implications from this excellent post, “A Simple Model for Online Journalism” by Jonathan Weber. I know you’re just dying to read them! Here we go…..

1) Journalism is not dying along with newspapers.

“What’s equally shocking, though, is the widespread assumption that serious journalism will disappear along with newspapers, and that preventing the disappearance of journalism requires either a massive philanthropic effort, a coordinated effort by news organizations to force a return to paid subscriptions, technological breakthroughs with electronic news reader devices, new business models that have yet to be invented, or some combination of all of the above.”

Don’t get me wrong. I want foundations as well as big and small donors to be paying attention and funding journalists and journalism organizations (in all their forms) at large amounts. I think there are technological breakthroughs that progressive media organizations still by in large haven’t followed up on (hi-Kindle and mobile apps!) But most of all we’re going to have to look inwards at our own business and editorial structuring. And we’re going to have to shake things up and do things we don’t like now to survive AND be relevant in the future.

2) Adapt to the tools and techniques driving the news system. Revenue might not come from your content, but an ADDED VALUE you provide for your community

“As a four-year veteran of a journalism-driven local online media start-up, I believe there’s a very viable business formula that’s actually quite simple, and here today: take advantage of new tools and techniques to cover the news creatively and efficiently; sell sophisticated digital advertising in a sophisticated fashion; keep the Web content free, and charge a high price for content and interaction that are delivered in-person via conferences and events. And don’t expect instant results.”

The added value component is crucial. We’re not going to be able to block online content until people pay for it. (Nor should we want to.) There will be a select few cases that can get away with it (i.e. The Wall Street Journal), but that is the the exception to the rule. And microfundraising while fantastic, (i.e. Kachingle ) is not going to cover all the costs. So our audiences and community expect free content. Fine. Then ask yourself, what can we provide: a service, a certain slice of highly sophisticated or organized info, networking/organizing, etc.. that they can’t get anywhere else? What can we charge for it? I don’t think it needs to be just in-person events like conferences. I think we we can get more creative than that. These are big questions to ask and answer when thinking about revenue and business models.

3) Your editorial model will need to change

“The editorial model relies on a combination of professional journalism (currently two full-time and four part-time professionals, as well as a number of freelancers); what we think of as semi-professional journalism (talented writers or subject-matter experts who do something else for their day job); and citizen journalism (bloggers and others who contribute on specific topics, sometimes for small sums of money). We don’t have copy editors, but rather copyedit each others’ stuff. We’re direct and conversational in our style, which is actually easier and quicker once you get used to it, and more appealing to readers than old-style newspaper formulas.”

Roles are going to have to change within this new media environment. Reporting will be in hybrid hands (from trained journalists to citizen journalists). Full-time reporters will have to take on different, but integrated roles. I see this is an awesome opportunity. But it’s going to take some deep breaths and some major restructuring and internal organizing to get individual media outlets on this strategic journalistic and biz model path.