Speaking at the news:rewired conference last week Raju Narisetti, the Wall Street Journal Digital Network managing editor said, “If in 2012, if you’re still talking about integrating print and digital, you’re in deep, deep trouble.”
Narisetti, who joined the Wall Street Journal earlier this year after three years as Managing Editor at Washington Post Digital, admitted that his biggest challenge has been introducing technology into the newsroom.
Despite the challenge of “dealing with two distinctly separate worlds”, this integration remains a priority for Narisetti and The Wall Street Journal as he believes growth for news publications will only be seen via digital audiences.
Because digital audiences are demanding and “promiscuous”, they will only revisit a site if they are provided with “amazing experiences”, which depend on “the intersection of content and technology.”
“The digital audience will be even more promiscuous than they are today because digital technology enables them to sample a variety of digital products and brands,” Narisetti said. “The promiscuity of our audiences is only going to dramatically increase.”
Integration extends further for the journalist in 2012. “In 2012, the definition of a journalist must include bringing people to your journalism,” says Narisetti.
“It’s not enough to say ‘I report well, I write well’. Bringing more people to your journalism is part of who you are.” According to Narisetti distribution and marketing is no longer the responsibility of the business side of journalistic organisations, but an integral part of being a successful journalist.
The Wall Street Journal managing editor also has firm views about the relationship between technologists and reporters. “Both journalists and coders think their work is ‘art’ and the other’s work is just ‘stuff’. You need to integrate the development and newsroom teams,” he said.