UPDATE (Aug 7 ’08): The Annual Survey of Journalism & Mass Communication Graduates suggests employment opportunities and salaries are not affected.

J-schools are generally set up to prepare students for the mainstream news industry: print and broadcasting, with a growing focus on those industries’ online arms. There’s just one small problem. That industry isn’t exactly splashing out on job ads at the moment…

The LA Times is cutting 150 editorial jobs and reducing pages by 15%; The Atlanta Journal-Constitution cutting nearly 200 jobs; the Wall Street Journal cutting 50 jobs; Thomson Reuters axing 140 jobs; in the UK Newsquest is outsourcing prepress work to India, while also cutting jobs in York and Brighton; Reed Business Information, Trinity Mirror and IPC are all putting a freeze on recruitment, with Trinity Mirror also cancelling its graduate training scheme and cutting subbing jobs. In the past two months almost 4,000 jobs have vanished at US newspapers (Mark Potts has this breakdown of June’s 1000 US redundancies). In the past ten years the number of journalists in the US is said to have gone down by 25%.

Given these depressing stats I’ve been conducting a form of open ‘panel discussion’ format via Seesmic with a number of journalists and academics, asking whether journalism schools ought to revisit their assumptions about graduate destinations – and therefore what they teach. The main thread is below.

The responses are worth browsing through. Here’s my attempt at a digest:

There is a general agreement that this is just the beginning of something very serious indeed. Alison Gow, a journalist at the Liverpool Post, described recent events as the “first rattle of pebbles before the avalanche that follows”; Kevin Anderson of The Guardian doesn’t think it’s unrealistic for me to talk about a ‘worst case scenario’ in three years’ time where many newspapers fail and recruitment is zero.

Kevin draws parallels with the downsizing of IT industry and a need for multiskilling – subbing, writing, etc. Jo Geary at the Birmingham Post says “students now shouldn’t be educated for media organisations as exist now” and that they should also be made aware that newspapers are not what they think they are. My experience with students supports this: they tend to come onto the degree with a rather outdated, ‘monomedium’ view of working in journalism.

There is a general desire for the news industry to start working harder to attract graduates who can help steer it through the coming shift. Andy Dickinson says the university system and students have been underwriting the training and development of the news industry for a long time. The industry needs to make it more attractive for students to make the financial sacrifice. That includes making it more exciting to work there and “not something out of the 1920s”. Alison Gow points out that journalism graduates will have the choice between having their own website and joining a newsgathering organisation, which gives them a stronger bargaining position and hopefully better salaries. As an industry we will need these people and will need to provide packages that make it an attractive place to work.

There is also a healthy journalistic scepticism about some of the figures: Jo Geary asks how many of the redundancies are production staff, and how many content creators. I wonder whether the oft-touted stat on the decline of American journalists is so severe because it only looks at the mainstream media and at those with the ‘journalist/reporter’ job title. Does it overlook a rise in the likes of community editors, content moderators, multimedia producers and web editors?

In the light of that, there are still jobs in the industry. Andy Dickinson makes the distinction between “training people that the news industry wants, and training people that the news industry needs.” Sarah Hartley of the Manchester Evening News points out that newspapers have multimedia arms, TV stations, and radio stations. “You should prepare students for news organisations, not newspapers. They should be flexible, able to work in different formats.” She notes the biggest shift in newsgathering and news production and that the role “may be more to curate or manage content created outside of the news organisation.”

Neil MacDonald at the Liverpool Post stirred things up by asking “Why would an aspiring journalist now do a journalism degree? The industry will have been transformed by the time you graduate. What can you learn in three years that you can’t in one?” Online journalist Patrick Thornton would not hire the majority of journalism graduates and said “Most J-schools are obsolete”. Journalism entrepreneur and founder of Spot.us David Cohn said that, while he doesn’t regret studying his Masters in journalism at Columbia, he wouldn’t do it now. “The job description is changing, but universities aren’t adapting to change the changing mindset and skillset.”

Andy Dickinson and I both shared the view that the old 12-week training course just will not suffice in the modern environment; that the news industry needs to get over its snobbery about journalism and media degree graduates who have studied the theory as well as the practice, because these are the people who can ‘think outside the box’ about the industry’s future.

The increasingly diverse nature of the journalism ‘job’ presents an increasing range of elements that need to be taught – and a decreasing amount of space to do so. In this context it’s about teaching ‘mindset, not skillset’, as Kevin Anderson, Mark Comerford, Andy Dickinson, David Cohn and others pointed out.

Kevin perhaps put it best when he said:

“So many journalists think ‘If I’m a good writer, that’s all I need’. That’s bullshit. There is an arrogance among journalists about the craft of writing. Journalism students will need more than the ability to craft a good sentence.”

It’s also about separating teaching journalism as a process from teaching it as a type of production, as Reed’s Adam Tinworth put it and JD Lasica. It’s a great point – but complicated by the question that in a new media age, are the two increasingly one and the same? (This very debate is an act of the journalism process being published).

There is a general view that entrepreneurial and business skills should be taught. Kevin Anderson points out that this is the biggest opportunity for journalists to build a business. David Cohn says this hasn’t happened “Partly because news organisations have a culture similar to the military, there’s a chain of command and no leeway to make your own decisions. Journalism schools are equally structured.” Anika says universities should show students how to better market themselves. Tom, a freelance journalist in China, thinks learning other languages will be increasingly important. JD Lasica thinks we need journalists who can reinvent the industry.

And Emap’s David Cushman emphasised the importance of teaching students how to build partnerships and added the observation that “everything is in beta now” – university courses should be no different.

The conversation remains open - I’d love to know your thoughts either via video on Seesmic or in the comments below. I’ll update this post as new replies come in. You can also find comments on blog posts by David Cushman and Andy Dickinson.

Note: Kevin Anderson posted via YouTube and so his replies (and mine to his) aren’t included in the thread above, so it’s embedded separately below:

UPDATE: JD Lasica has added his response, ‘The Great Decoupling‘ separately – also embedded below:

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The following is a longer version of the article that appeared in Journalism.co.uk last week, with some extra tools and quotes.

It’s almost impossible to sum up Twitter in one line. To some, it is a way of delivering content to mobiles as headline text alerts. To others, it’s a social networking tool for getting contacts and leads. Some use it as a research tool for developing stories; and still others as a project management tool to gather a number of contributors together – for example, drivers posting updates on traffic.

In other words, it is what you make it and the only way to figure it out is to start using it. The following is a guide to getting started on Twitter as a journalist, and some of the things that can be done with it.

Twitter for newsgathering

Contacts are central to a journalist’s work. Twitter makes it easier to find them. But whereas, for instance, Facebook requires someone to accept you as their ‘friend’ before you get updates; you can follow people on Twitter regardless. It’s where blogging meets social networking.

The more people you follow on Twitter, the more likely you are to come across a lead or a useful contact. News of the recent UK earthquake, for example, broke first on Twitter, while last year news of a fire in East London broke there too. And even as I type this, someone I know at St Pancras station has twittered that it is being evacuated. You might also use Twitterverse or PicoBuzz to spot important phrases (e.g. events).

Here’s a simple ticklist to fill your Twitter contacts book:

1. Obviously you should begin by searching Twitter for people you know, or know of, in your field. The Labour Party, Lib Dems and Conservatives all have their own Twitter accounts, for example, as do some politicians. But beware of hoaxers. This isn’t really Chuck Norris, for example. Is it?
2. Then, look at who they’re following (I find entering someone’s username on Gridjit is the best way of seeing someone’s contacts and what they’re saying, or you can use Quotably to follow their conversations).
3. Then try Twits Like Me to find people with similar interests (based on what you’ve twittered)
4. and Twubble (based on your friends) or Who Should I Follow? (which allows you to adjust according to whether you want people nearer your location or more or less popular)
5. and Tweetscan for key words (e.g. “health”, “NHS”).
6. Finally Twitterlocal will help you find twitterers in your local area.
7. You can also find a list of significant Twitter users in various fields at the Twitter Pack Project. However, as this is a wiki there is a risk that people have added themselves. It’s also US-focused.

The Birmingham Post, and particularly reporter Jo Geary, are leading Twitter-users among regional newspapers. She sees it as a great way of building a relationship with your contacts and target audience.

“It’s not just popping in, getting something, and popping out, but building something more. And because of that it’s also become a support network of people who help me, and vice versa. It moves into the crowdsourcing thing – if you want to do something you can put out questions and get answers.”

It’s all part of the wider move of journalism to becoming a conversation with readers. Abbie Lundberg, for instance, wrote one article by soliciting tweets on the topic from her followers. Nico Luchsinger even conducted his interview with me via Twitter (which gave me the unique experience of being interviewed while shopping in Tesco.)

Managing your Twitter feeds

Once you’ve set up all those contacts, it’s useful to create some filters to help manage the incoming information. Gridjit, again, has a clearer interface for viewing tweets. Desktop applications like Twhirl will give you an audio alert; Snitter allows you to filter your tweets – for key words or tweets containing links for instance. You can also set up pages to organise tweets from ‘crowds’ of twitterers (for example, friends, colleagues, contacts) using Crowdstatus.com.

You can – and should – set up Twitter to send updates to your mobile phone (click on ‘add device’ or look in settings). It’s free, and is particularly useful for following what’s happening while you’re on the move. But pick your sources carefully – Twitter will only send 250 updates per week, and it’s easy to hit that.

The first thing you should do once you’ve set up Twitter to send text alerts is to text Twitter the word “track” followed by your username. This means Twitter will text you whenever anyone mentions your username on Twitter – very useful for picking up messages aimed at you. You can use the same trick to track mentions of key words in your area, such as a key employer or your own organisation (More tips on mobile commands can be found here). If you prefer email alerts, MobiFeedLive.com and Tweet Scan (not to be confused with Tweetscan) provide them.

You can also follow links that are getting passed about a lot on Twitter though Twitterbuzz and Twitt(url)y. While Twist is a pretty impressive equivalent of Google Trends (from comments).

Twitter for news publishing, distribution and creation

If you want an idea of what Twitter can do for news publishing check out BreakingNewsOn. Headline alerts of breaking news that people can receive on their mobiles are the most obvious application, and used by dozens of organisations including the BBC, the Guardian and CNN (This post has a list of news organisations using Twitter). It’s a good way of alerting people to your content, as well as inviting participation, as Emap’s David Cushman recently tweeted: “Comments on my blog are going mad. Nothing has changed except I now use twitter regularly.”

Many newspapers have separate Twitter accounts for different sections, such as business, traffic and sports. Sky even have one for news about Madeleine McCann.

Twitterfeed will save you typing updates by pushing RSS feeds from your newspaper to a Twitter account, but this means you have to write the article first and risk missing the scoop. Instead it’s better to ‘tweet’ (post to Twitter) before you write the article – ensuring you get to the top of Google quickly, as Birmingham Post editor Marc Reeves did with the arrest of Karren Brady:

“I’m only followed by 30 people or so … But these people are all … in the business of sharing information and knowledge. Consequently, a number of them followed my link to the story on the Post website, and started to talk about it on their own blogs and again through Twitter, with the effect that the Post site received an incredible number of hits as word spread.”

If you really want to track how many people are clicking on any of your links you can also use Tweetburner (or Twitt(url)y to see what they’re saying if they pass it on). Or you can use Intwition to see who’s linking to a particular domain.

Twitter is particularly useful for journalists reporting live via text message themselves. Sky reporter Julia Reid recently used it to post her “minute-by-minute” experiences at Heathrow’s Terminal 5. Robert LaHue used it “to semi-liveblog a board meeting via texting” and it’s often used at conferences and events. You can also download applications that allow you to update Twitter from your mobile – this article compares 20 of them.

Going beyond 140 characters

And if you’re frustrated by the 140 character limit try some of these tools:

• Twitzer is a Firefox extension that allows you to write tweets over 140 characters. MessageDance does much the same via email, and also allows comments on tweets.
• twi8r translates text speak into ‘English’ and vice versa, allowing you to truncate your messages
• Twittermail.com and Tweetahead allow you to pre-schedule tweets to be posted (for when you are not at a computer); the latter also lets you send and receive tweets via email
• Tweetr is a Twitter reader that allows you to send files up to 10MB through Twitter.
• TwitPic allows you to send images from your phone and not only posts links straight to your Twitter account but allows people to post comments that are then posted on their own Twitter page (with a link to the photo). Mobypicture does something similar. TwitterSoap is a mashup of Mobypicture and Twitter.
• SnapTweet posts your latest Flickr picture to Twitter; Autopostr.com does much the same.
• Twiddeo allows you to do the same with video.
• Twixxer does both photo and video sharing
• And American and Canadian users can phone in their tweets using Jott.
• Or you can use the Firefox plugin Power Twitter, which does most of the above and much, much more.

But Twitter becomes really impressive when you tap into its social, conversational nature – or combine the RSS feeds from a number of twitterers. Shawn Smith used it to create the Michigan Twitter Network, which “follows more than 1,300 Michigan twitterers. We’ve gained about 200+ followers and use this account @mlive to send breaking news alerts and also poll users.” (I’ve created something similar for Birmingham twitterers). In Spain, ADN.es used it to follow voter reactions during a televised presidential candidate debate on TV.

My recent experiment with, of all things, a live book review on Twitter demonstrated that the boundary between publishing and conversation becomes blurred when you use the technology – confusing if you’re bothered about semantics, but encouraging if you’re interested in positive relationships between the journalist and reader.

At the end of the day, Twitter is just a platform. What I’ve outlined here is just the start, and there are plenty of experiments being done – the really interesting stuff starts when you try something completely new…

Feel free to follow me, by the way, at twitter.com/paulbradshaw

For more information see my Twitter-related links, or read my other blog posts about Twitter.

I had an email recently from the Editor of NME.com, David Moynihan, about the News Diamond in practice. I thought it was worth reprinting in full:

“You describe much of what I do for a living: I am the Editor of NME.com and work in a buzzing cross-platform environment that mirrors your theories. Now that the dust is starting to settle a bit more in digital publishing, publishers are really taking notice of websites and web staff in ways that would have been unimaginable a few years ago.

“The challenge was always convincing paper staff that we were colleagues not rivals, here to compliment and expand upon their work, rather than cannibalise or undermine it. For the first time, in 2007/08 I have print staff coming and asking me about how they can get more involved with web publishing and asking what they need to know or do. People are really starting to wake up to the exciting future of digital publishing – right across organisations like IPC (or Emap, where I was Editor of FHM.com), from the board to the staff writer. That said, as a web editor I find that the change in processes, skill sets and attitude is still much too slow. The theories abound, but the practice is much more sluggish!

“Your news diamond was fascinating as it fits closely with what we do.

“An example: The Raconteurs (Jack White of the White Stripes ‘other’ band) release a new album today, in an unusual manner. They have side-stepped the usual pormotional and marketing moves and ruch-released the album with no warning, and therefore no reviews. It almost makes journalism redundant. Fan can simply listen to the album online at legal Mp3 download sites – why do they need NME?

“Except they do, it turns out. To mark the release of the album we have done all of the following on NME.com and the traffic speaks volumes about users’ needs:

1. Daily news stories in the run up to the release, covering a number of angles from album artwork, to release details to lyrics.
2. A Photo Gallery of the band to mark the release.
3. An instant review online, written by our writers in ‘blog’ format during their first listen. The full in-depth review and a feature about the unusual method of release will be in (yep, you guessed it) NME magazine, out this week.
4. Updated our Artist page nme.com/artists/the-raconteurs.
5. Streamed the album online with our radio media player.
6. Video to go online as soon as it’s released”

The Guardian is to recruit online video and audio staff, reports the paper:

“Guardian Unlimited, the title’s online operation, is looking to hire five staff for its internet video unit to work on footage of breaking news, as well as “developing mini documentaries and video elements within larger, cross media projects”.”As well as the five online video staff, GU is looking to recruit a head of audio and two audio producers as it expands its year-old podcast operation.”

And in the same edition, Emap is reported to be “ramping up its digital strategy by launching new media “incubator” projects for Motorcycle News, Today’s Golfer and Empire magazines and appointing three new digital directors”:

“Mr Mistry said he has interviewed nearly 50 digital media specialists, including people from search firms and entrepreneurs with up to 10 years’ experience in launching digital brands.”

But here’s a stat to bore your print journalism friends with:

“rock magazine Kerrang!, for example, now makes less than 25% of its revenue through the original print product. Kerrang! has music TV, digital radio, mobile and live event offerings.”