“WHY I LEFT THE TELEGRAPH”, A DISTURBING MESSAGE FOR ANY MONOLITHICAL MEDIA GROUP

Files under General | Jan 20th

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Greg Hadfield, Telegraph Media Group’s head of digital development, is leaving the company.

He explains here the reasons in The Guardian.

A good reading for any “Monolithic Media” gang.

He ends with a great message: the time for innovation and change is running out.

A serious call.

To survive, newspapers need to rethink radically not only their business models, but also how they manage their businesses; they need to overhaul outdated organisational structures; they need to consider how they relate to all their employees, to third-party providers of content and services, and to individuals with whom they may have no contractual arrangement whatsoever.

Most crucially, they need to rethink how they relate to their communities of readers, subscribers, and users, when they know next to nothing about members of their digital audience. They need to identify their most loyal users and then work harder to meet their individual needs.

No longer can newspapers survive by publishing at their readers, by talking down to them, by controlling what can and can’t be written or said. In future, they will have to provide – and share, not “own” – the online environment in which they can meet the needs of individual members of their community. They have to be part of social media, not monolithic media.

But for those newspapers that survive, it is going to be a long journey. Who knows how long? I suggested radical innovation may take five years … because the future always seems to be five years away.

At 53, however, I don’t have as much time as many to wait for the future. I want to help make it happen now.

(Picture by Graham Turner)


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