Just received the following via an anonymous source:
From Miami Herald executive editor Tom Fiedler, sent to the Herald staff via e-mail on April 12, 2006:
To the staff,
All of you who have stepped off an elevator into the Miami newsroom in recent days cannot have missed the wall-mounted flat-screen monitor constantly displaying and refreshing the MiamiHerald.com site.
And if you’ve attended any of the morning or afternoon news meetings, you will have heard an opening discussion about what’s on that site, how many hits each article has received, and what’s coming to the site later in the day.
These may seem like the incremental markings of evolutionary change, mere head-nods toward on-line as we continue to think of ourselves as newspaper people first, foremost and — perhaps for some — always.
But that cannot continue to be. Today we change. Today, as in NOW.
Three years ago, on one of the anniversaries of our 100th year, we focused time, thought and effort into remaking the newspaper as part of the New Century Project. I have no doubt that it produced a more successful newspaper, one that incorporates all of the great journalism on which we’ve prided ourselves, presented in a more visually exciting and easier-to-use newspaper. Imitators are legion.
But time marches on and constantly improving the newspaper isn’t going to guarantee success, either in journalism or in the marketplace.
I have two messages to deliver today.
First, my goal is to remain as relevant, as important and as influential to this community in the future as we have been in the past — and to do it through world-class journalism. It’s a goal we all share.
Second, we will make delivering that journalism on MiamiHerald.com and our other media platforms just as high priority as delivering it in The Miami Herald. Let me repeat that for emphasis: Just as high.
We are beyond being satisfied with incremental change and giving polite head nods toward other media platforms. We are going to execute fundamental restructuring to support that pledge. Every job in the newsroom — EVERY JOB — is going to be redefined to include a web responsibility and, if appropriate, radio. For news gatherers, this means posting everything we can as soon as we can. It means using the web site to its fullest potential for text, audio and video. We’ll come to appreciate that MiamiHerald.com is not an appendage of the newsroom; it’s a fundamental product of the newsroom.
No more will some people be strictly newspaper staff and others will be strictly on-line or multi-media staff. If you produce news, you’ll be expected to produce it as effectively for the electronic reader or listener as you would for the newspaper reader. If you edit or design for the newspaper, you’ll learn to edit and design for the web site.
We’ll be creating and posting several new jobs that will be necessary to deliver on this mission. We don’t have the luxury of waiting for new resources to do this, so we may need to find the wherewithal by dropping some of the less-important things we do now. Almost certainly we’ll be changing the typical work schedule so we can deliver the news when our audience wants to get it. Of course we’ll invest in training to help everyone succeed in new responsibilities.
The details will be worked out over the next few weeks and I invite everyone with ideas to be involved.
Let me stress that we aren’t going to milk The Miami Herald to do this. This newspaper is what brought us here and it will remain very successful for many years. There is something special and unique about journalism on the printed page and we won’t neglect that going forward. But we didn’t fall in love with journalism because of ink and paper. We fell in love with it because it had the power to change lives for the better — and we can do that on paper, on the web and over the airwaves with equal devotion.
The potential for having even greater impact than we have now is enormous. Although all of us are aware of the challenges we face in keeping newspaper readers, a few facts about MiamiHerald.com:
*In January 2004, our web site captured 100,000 unique local visitors. Last month, just 14 months later, it hosted 250,000 unique local visitors. In fact, between February and March of this year, our on-line traffic grew by 22 percent. Remember, of course, that only on the web site can we reach readers without regard to geographic boundaries, something we do very well and can do even better.
*Across the nation, newspaper web sites increased the share of 18-24 year old readers by 9 percent, and 25-34 year olds by 14 percent.
*We’re making money. In the first quarter of this year, our websites exceeded even optimistic revenue estimates by $2.2 million.
When I entered this business 35 years ago, the way things were done in the newsroom wouldn’t have been unfamiliar to someone doing my job nearly 100 years before. I scarcely can imagine what the newsroom will look like 35 years from now in terms of how we deliver our journalism.
What’s exciting is that we are in the position today of shaping that future. What we do will largely determine how successful The Miami Herald will be in serving generations to come. As I said, that’s exciting — and daunting.
This much is certain: We won’t be successful by standing still and lamenting what used to be. Three years ago this September we launched the New Century Project. Now we need to begin work on the next century and I need each of you to come along.
A quick response to Tom:
Using the internet and radio and every other source of exposure is fine, but if you really want discerning readers and customers, just cover the news ethically and honestly and keep the biases to yourselves. Dont insult your readers with speculation or innuendo and dont throw in that little statement or jab to “stir up some controversy.” We see right through it and the last thing you want to do is insult the very same customer you’re trying to attract.
I hope this isnt too much too ask.
And remember there’s that new-fangled open source media out here on the net: An Army of Davids monitoring your every move.