Fairfax journos to create content across all platforms

Darren Burden, general manager of news at Fairfax, speaking at the Undercurrent dinner

FAIRFAX editorial staff will have to produce and upload content across all platforms when the publisher’s newsroom review is complete.

The publisher is currently undertaking an “editorial review project” to determine how to service multiple platforms.

Its outcome – to be revealed on July 1 – aims to have more people in digital.

“There will be platform specialists – people who specialise in web and print – and content creators whose content could go onto any platform,” general manager of news at Fairfax, Darren Burden, told News Now.

Seven day rosters for all editorial staff are also being considered as part of the newsroom review.
“That’s being discussed now and there’s no decision as of yet,” said Mr Burden.

Mr Burden told a room of media enthusiasts on Wednesday night that he had always worked at newspaper publishers but only in digital roles.

Organised by the Newspaper Works, the “Undercurrent” dinner series brings together people from a range of media companies to debate topical issues.

Publishers used to just focus on getting the newspaper finished at night, said Mr Burden.

Digital publishing requires different deadlines, different workflows and different ways of thinking.

“We need to bring the two worlds together if we’re going to keep the newspaper vibrant and working”.

Mr Burden used the analogy of news as water, a newspaper as a bottle of Evian and a website as a dirty waterfall:

“We’re going to have a newsroom that’s going to have the cost and pressure to put this stuff into the public space quick, fast.”

Fairfax is looking at extending beyond news into entertainment, said Mr Burden.

He also said the media needs to bring back intelligent discourse.

“How we do it is a million-dollar question, but I think there’s an awareness of this.”

There are also plans to change the website homepages to a personalised homepage – different for every reader depending on which city they are in and what they have read before.

Journalists also need to think more like PR agencies, said Mr Burden.

“When you have a great story and you set the agenda, you don’t walk away from it.

“We need to think more as digital marketers and journalists coming together … take our stories and engage with the audience – not just publish it and walk away.”

The next Undercurrent event will be in Melbourne on May 29. Contact Parnell McGuinness for further details.

Pictures of the Sydney event can be viewed on the Undercurrent Facebook page.