I read the news today… oh boy
Rufus Olins, CEO, Newsworks, argues that despite long-standing public scepticism over journalists, the demand to study journalism and the demand to consume it remain stronger than ever…
John Lennon always said that his childhood ambition was to be a journalist, not a musician. Hunter Davies, who has just published Lennon’s letters, says the Beatle was frequently putting pen to paper to communicate an idea or opinion and was an avid newspaper reader.
Lennon lived in an era before personal computers, let alone smartphones, tablets, tweets and blogs. What would he have made of today’s news environment? I suspect that he would have developed a huge Twitter following and voiced his views on everything from arts and education to world events. And I suspect he would have remained a follower of good journalism.
There is nothing new about the scepticism the public has for journalists – and to some its roguish reputation is part of the attraction. From Evelyn Waugh to Michael Frayn, and way before them, journalists have been depicted as among the least trusted and least scrupulous members of society.
As Andrew Marr, former editor of the Independent, puts it: “Overall, hacks are seen as characteristically venal, untrustworthy and prurient.” And yet there is romanticism about the trade that has drawn people in for the past 300 years – and continues to. Maybe it’s something about the social purpose and casting light into some of the dark corners of society.
The challenges posed by new technology to business models and the shadow thrown by Lord Justice Leveson’s inquiry could be expected to have punctured young journalistic ambitions, particularly among people who have grown up in the age of Google.
Certainly in many respects the day-to-day role of the journalist has changed hugely – and become more demanding. Students at London’s City University, for instance, study how to manage and develop online communities, how to use social media, how best to develop data and understand the priorities of web developers and programmers, as well as practical video production skills. And jobs on national newspapers have become harder to attain, as well as less secure.
And yet, journalism applications to UK journalism courses doubled between 2006 and 2011. In 2006 there were 10, 801 applications, according to UCAS, and these rose to 20,482 in 2011. Even if they show a drop when the figures are finalised for this year, there is a very large number of bright and committed people who share Lennon’s early ambition to work for a free press.
It’s hardly a dying industry on that measure. The fact that a significant number of the applications come from overseas shows the status of British journalism around the world.
As our knowledge of online readership improves, we can more clearly see the influence of our newsbrands at home and around the world. The NRS PADD figures released last month highlight the appetite for good journalism, regardless of which device it is read on.
Nearly two out of every three adults read newspaper content every week and roughly a third each day. And its influence goes even further than these figures suggest, fuelling the debates and conversations on breakfast television, Twitter and BBC Radio 4 and 5 Live. The work of good journalists is used by everyone.
How then is it possible to keep abreast of the reach and engagement of newspapers, newsbrands and all the different media?
The answer must be to keep observing. Yes, of course, that means reading, talking to colleagues, attending conferences and reviewing the research. But it also includes more low-level work. Be aware of what people are doing in your world. Be an observer.
I remember a researcher a few years ago who described his status on his CV as “married with two respondents”. He was probably being more honest than most.
Ask yourself where you get your information from and how you make your decisions, whether it is which car to buy or how to vote.
Back in 1967, John Lennon clearly had a newspaper close to hand when he wrote the lyric “I read the news today, oh boy”. Had he written ‘A Day in the Life’ more recently, he may well have been consuming news from his iPad, but the inspiration for the song would have remained the same.