The online journalism diploma module at JOMEC
Kim Hollamby - 29/11/07
Kim Hollamby, digital development director at IPC Media, spoke clearly about the need for online content to be quality. Being “above the noise” in the online market is something that is going to be vital for those media groups hoping to build brand loyalty between print, broadcast and online.
Kim told us to be the 1 in the 1:10:100 ratio, further emphasising an earlier point about the importance of content owners. User generated content has a low commercial value according to Hollamby, and it is easy to see why. The world of the blog and message board is good for discussion but is also sometimes the home of conjecture, bias and poor journalism. Media brands will be reliant upon a reader/viewer base built around trust and the ability of the new media formats to impart information quickly and regularly. The online market will be, and perhaps already is, the place that new stories are broken and updated before television and newspapers can assemble a story for printing or broadcasting. The trust between user and media will become even more important as preferences are built for the manner of delivery as well and the quality of the information.
Hollamby also made a point of saying that innovation should be encouraged, but only where necessary. It is important to remember that a lot of online users want their news quickly and with a minimum of fuss. Embedded video, photos and audio all add something to a story, they provide different viewpoints and often a more visceral experience of the news, but they should not get in the way of the facts being imparted with nothing to cloud their impact.
Kim told us to be the 1 in the 1:10:100 ratio, further emphasising an earlier point about the importance of content owners. User generated content has a low commercial value according to Hollamby, and it is easy to see why. The world of the blog and message board is good for discussion but is also sometimes the home of conjecture, bias and poor journalism. Media brands will be reliant upon a reader/viewer base built around trust and the ability of the new media formats to impart information quickly and regularly. The online market will be, and perhaps already is, the place that new stories are broken and updated before television and newspapers can assemble a story for printing or broadcasting. The trust between user and media will become even more important as preferences are built for the manner of delivery as well and the quality of the information.
Hollamby also made a point of saying that innovation should be encouraged, but only where necessary. It is important to remember that a lot of online users want their news quickly and with a minimum of fuss. Embedded video, photos and audio all add something to a story, they provide different viewpoints and often a more visceral experience of the news, but they should not get in the way of the facts being imparted with nothing to cloud their impact.
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