Looking at the prevalence of digital channels around the world, digital skills have become inevitable for all kinds of market niche. Transition from analogue to digital in the print media industry is taking eternity to materialise and this is affecting the well-being of the enterprise bearing in mind that the two platforms address different segments of the market.
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Digital skills are becoming so crucial in today’s means of information dissemination. Majority of the analogue editors have been slow to respond to the internet and role of the print media in the digital age. Regrettably, they have refused to develop their skills in digital media. Why not disparaging the print media editors, some of them are mostly analogue in nature and will be referred to as such in this article.
Meanwhile, media organisations are perennially faced with the problem of how to increase value for target markets that are continuously changing with competing wants. It, therefore, becomes imperative for them to thoughtfully define their platforms and contents in a way that meets the yearnings of their respective readers in a competitively valued way. Feedback mechanism is very germane here. This is the hallmark of the editors’ duties and responsibilities.
It must be noted that both analogue and digital editors perform the same editorial functions but in different ways. Sequel to this, there must be someone, high up in the system who will be their immediate boss. It may be the Editor-in-Chief or Managing Editor; this will vary based on the company’s size. Whosoever will be ultimately responsible for all aspects of the news operation like contents, staffing, hiring and budgets. It is not tidy enough for an analogue editor to supervise an online editor because they ought to be of same status in ranking; online is not and should be ‘inferior’ to anaolgue editor some of whom are stark illustrated digitally.
In many instances frictions are being experienced in the print media industry between analogue and online editors basically on the usage of news item. For example, online editor is always accused of publishing news items, which the analogue editor plan to lead with the next day’s edition of the newspaper with. In other words, the major area of quarrel has always been in the use of contents; how, why and when. However, concern of the analogue editor should be what happens next after breaking news! Most of the time, analogue editors will still publish news item that is twenty-four hours late on their cover pages as if readers have not heard, read, or listened to such news items somewhere else.
In as much as the analogue editors are not willing to upgrade themselves accordingly, they should concentrate on the print edition as there are still many readers outside there. All that needed to be done is how to locate them and establish their expectations. This can be achieved when editor assigns topics, events and stories to reporters for coverage.
On the other hand, online or digital editors should occupy the cyber space and engage their audience with their skills. Digital skills are considered as an ability of artificial intelligence required for expanding needed growth in the media industry. It empowers businesses in running more targeted and customised campaigns that optimize, lead generations and conversions in a result-driven manner. All of us indulge in the world of social media and it is crucial to know its use. Online editors should therefore know about social media and understand the significance of content management.
Contents management is heavily related to digital skills. Online editors should make use of snapchat, infographics, blogs, facebook, whatsapp, instagram, podcasts, videos, etc because everything is content aimed at different segments of the market. Knowledge of how to manage these handles and organise them is an indication of better digital skills. For establishing brands, driving brand awareness or influencing, content writing is crucial. Content management is not only about writing but managing and influencing as well.
One of the best ways to communicate is visualization and in a digital context, videos play a significant role in dealing with influential platforms. Importance of illustrations apart from writing and advertising has to be fully understood by every online editor. Videos make it easier for the content’s creator as well as the audience (readers and advertisers) to understand the idea of the content. More than reading, research has shown that individuals prefer watching and concluding about any news item. This confirms that it is essential to have this ability to increase engagement.
Essence of any business is to secure advertising patronage. Online editors should strategically manage everything that is required for advertisement bearing in mind that whenever a brand is being advertised, postings should be done frequently and in an organised way. Strategy and planning play crucial role in determining the fate of any advertisement.
In view of this, analogue editor needs not supervise a digital or online editor in a print media firm. Both should operate independently. Reporters should feed them with news items while they determine on how to use same in their platforms. They should read copy or proof to detect and correct errors in spelling, punctuation and synax. Both analogue and digital editors should have a clear knowledge of public opinion and know the pulse of the general public. They should have a very clear view of the readers’ likes and dislikes. This should however not be based on intuitions but on verifiable scientific exploitations.
Online editor should be more concerned about monitoring news-gathering operations to ensure utilization of all news sources. He needs to read, evaluate and edit manuscripts submitted for publication and confers with authors regarding changes in content and style. He has to develop contents ideas, considering reader or audience appeal. He ought to plan the contents of publications according to the publication’s style, editorial policy, and publishing requirements. Occasions may warrant preparation or rewriting or editing copy to improve readability.
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Abiola Ayankunbi is MD/CEO at AbingMO3 Marketing Management Consultancy
0802 305b 1315
abiolaayankunbi@yahoo.com
