Mange af de store traditionalister i mediebranchen har efterhånden fået øjnene op for at åbning af dialog med læserne, kan give nye muligheder for medierne.
Rupert Murdoch (som er direktør i News Corporation, der er en af verdens største og mest indflydelsesrige medievirksomheder) holdt tale i går til de amerikanske redaktører – og han snakkede blandt andet med udgangspunkt i Carnegie Groups rapport om de unges medievaner:
"The digital native doesn’t send a letter to the editor any more. She goes online and starts a blog. We need to be the destination for those bloggers," he said. "At the same time, we may want to experiment with the concept of using bloggers to supplement our daily coverage of news on the net."
"In the face of this revolution, however, we’ve been slow to react. We’ve sat by and watched while our newspapers have gradually lost circulation. We all know of great and expensive exceptions to this – but the technology is now moving much faster than in the past."
"Today, to the extent anyone is a destination, it’s the internet portals: the Yahoos, Googles, and MSNs. I just saw a report that showed Google News’s traffic increased 90 percent over the past year while the New York Times’ excellent website traffic decreased 23 percent. The challenge for us – for each of us in this room – is to create an internet presence that is compelling enough for users to make us their home page. Just as people traditionally started their day with coffee and the newspaper, in the future, our hope should be that for those who start their day online, it will be with coffee and our website."
Spændende hvilke konsekvenser, hans overvejelser får for de medier han har fingrene i? Normalt er han kendt som konservativ! Læs selv hele Rupert Murdochs tale her.