Media Day 2009: The Future of Newspapers During Shaky Times

DeLand—Newspapers across the nation have undergone rapid change in the past year, and according to a panel of news editors, the Volusia/Flagler market is not immune from the turmoil. At the Volusia/Flagler Chapter of the Florida Public Relations Association Media Day Jan. 21, a writer and editors from the Orlando Sentinel, Daytona Beach News-Journal and Hometown News all agreed their organizations resources are stretched more thinly than in years past, so public relations professionals will have to work harder to gain media attention. Sean McNamara, News Director of Central Florida News 13, said the opposite is true for the cable TV station, which may expand its newsgathering staff in the next couple years.

So how do newspapers compete in a culture of people accustomed to free news? Michael McFarland, Ph.D., Stetson University’s associate professor of communications studies, presented his views and research on the possible future for newspapers at the half-day seminar at Stetson University.

To survive beyond the next decade, newspapers should provide online video streaming, McFarland stated.  He envisions a future in which people might travel with folding screens larger than cell phone screens to read the news online.

“We’re at an age when people want to see the movement,” he said. While McFarland read President Barack Obama’s inaugural speech on the Internet, he still wanted to watch Obama speak.

Nurturing connections with the community is another edge newspapers can have. An increased sense of content is “what separates the amateur from the professional,” he added.

People who assume the Net poses large threat to print and broadcast news organizations might be surprised by the doctor’s research. In a survey of his students, a large majority go to the television first, and not online as expected. Still, they are fickle in their broadcast allegiances, and don’t associate with popular anchor names.  Given this trend, there is no guarantee today’s youth will read papers in their 40s like their parents do, he said.

Moderator Cindi Brownfield, Stetson University, challenged the media panel to present their organizations’ changes in the past year. All mentioned technology.

Kathy Kelly, assistant managing editor for the News-Journal’s Metro section, said legal challenges and a pending sale have led to closings of some of its bureaus and the loss of about 200 staff. But the editors and reporters continue to seek out interesting stories, sometimes stemming from posts on its online community forum and entertainment Web sites, MyTopiaCafe.com and three8six.com.

According to Sharon McBreen, Orlando Sentinel communities editor, O.S. added live streaming video of shuttle launches and other events to its Web site. Online viewers can read articles or see Twitter images before the paper arrives at their door.

The Hometown News, which also has lost some staff, has a new Web site and hopes to see it expand.

“Our Mantra is local, local, local” said Hometown News Staff Writer Jeanne Willard. “People want to see their kids’ sports or local firefighters honored.”

McNamara said Central Florida News 13 is thriving, and their changes are also technological in nature. News can move more quickly because the hulking, live TV trucks are no longer necessary. Instead a single field reporter may file his story on the Internet. The next step for News 13 will be live video feeds using Skype or similar technology (Skype’s most common use is video phone calls).

Volusia/Flagler Chapter of the Florida Public Relations Association (FPRA)

P.O. Box 9748, Daytona Beach, FL 32120

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