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Posted:
23 February 2017

Which news strategy to adopt in a disrupted, technology driven environment?

What are digital innovators doing right and what to learn from them.

Digital transitions are notoriously difficult and frustrating processes for newsrooms struggling to remain relevant in a less than clement climate towards legacy media.

What are digital innovators doing right and what can be emulated by all newsrooms? Lucy Küng, author of ‘Innovators in digital news’ and a fully revised version of ‘Strategic Management in the Media Industry — From Theory to Practice’, gives her insights on the news industry relentless search for the ideal digital strategy. She will also speak on the panel ‘Digital Disruption — A Roadmap for Reinvention’ at the GEN Summit 2017 in Vienna 21–23 June with Clemens Pig, CEO of the Austrian Press Agency and Dmitry Shishkin, Digital Development Editor at the BBC .

GEN: Since the first edition of Strategic Management in the Media Industry: Theory to Practice was published in 2008, what are the most prominent changes you have witnessed in the news ecosystem? And how are legacy media faring tackling these changes?
Lucy Küng: The huge change between the first and second editions is the ascendancy of technology in the media industry. Tech is no longer the ‘plumbing’ that allows news organisations to get their content out to audiences, it is now absolutely intrinsic to the creation of content, to the distribution of that content, to the quality of that content, to building a relationship with audiences, and to scale and therefore competitive sustainability. Many successful new players, like BuzzFeed or Netflix, are essentially tech companies with a media layer on top. Convergence theories predicted that media, tech and telecoms would gradually move closer together forming a mammoth new sector. In fact, the media industry seems to be slowly being ingested by the tech sector.