Reading Room joins the Broadsheet vs Broadband Debate

04/03/2009 - London

On 30th October, at the London School of Economics, Margaret Manning, currently a committee member of the Media Society and the IPA's Digital Media, was joined by other eminent figures from the media world to debate the question. Peter Barron, Head of Communications at Google UK, Ireland and Benelux; Neil McIntosh, Head of Editorial Development for guardian.co.uk; and Pete Clifton, Head of BBC News Interactive all contributed to the discussion.

An increase in the use of digital communications throughout the media sphere has prompted the question: 'Is digital journalism the new black (and white)?'

Margaret's contribution discussed how broadband is on the rise against the broadsheet and that this is the "start of a communications revolution" that will continue to impact the ways that the media and individuals interact. Margaret remains attached to her daily newspaper fix, but understands the move from print to digital is inexorable, therefore the media can not afford to play King Canute, but must embrace the new digital world.

Margaret explained that although online advertising spend is increasing, it is questionable whether this will generate sufficient revenue in order to produce quality reporting into the future. However, in the current digital climate the number of blogs is growing at a rate of approximately 200 per cent per annum and is becoming increasingly influential in all walks of life. In order to survive and adapt to this world of user generated content, Margaret suggested that journalists should respond by becoming editors and opinion formers, as well as just reporters.

The move from print to digital continues inexorably with a poll internally showing that 70 per cent of people consume all their news online. With that in mind it's not hard to see why the digital world is so important to businesses and organisations not only for the future, but right now.