links for 2009-06-08

Programmers and journalists may seem like strange bedfellows; many criticize the Internet for the layoffs, buyouts and bleeding bottom lines that characterize the news business today. But, as emphasized by a report released last month by PricewaterhouseCoopers and the World Association of Newspapers, traditional news outlets must “cross the digital abyss” if they wish to survive.

But I’d argue that even the product described above would be far more powerful to an online audience than the Post’s platform-ignorant, beautifully written 8,000 word narrative. It would reach more people. It would serve the public better.

Within 5 weeks, Bild had created a “nation of reader reporters” with 21,000 units sold at the highly competitive rate of 69 EUR each. The idea, said Bild’s editor Kai Dieckmann at the time, is to embrace emerging new technologies by promoting their use, not just for his staff, but also his readers. By recruiting the public to its cause, Bild is not just improving its chances of being first on the scene, but is also forging strong, mutually convenient relationships with its readers.

Yes, it’s a lot of work to fully participate in social media, but it’s a lot of work to write white papers, create case studies, attend networking events, establish relationships with journalists, and train your entire staff to be marketing ambassadors for your firm, but you do it so you can compete and grow.