2. Where are the jobs
going to be?
In terms of jobs, journalistic occupations
are outperforming the overall economy.
However, many of the journalistic jobs
are not being created in conventional
journalism industries.
MIKE MANDEL – THE EVOLUTION OF THE JOURNALISM JOB MARKET
http://innovationandgrowth.wordpress.com/2010/07/30/the-evolution-of-the-journalism-job-
market/

3. Key skills
Newspapers Radio Television Magazine Online
1ST Writing Editorial Broadcasting Writing Writing
2ND Reporting News Judgment Reporting Editorial Editorial
3RD Editorial Broadcasting Writing Reporting Web skills
4TH Photography Web Skills Editorial Sub-editing Social Media
5TH News Judgment Reporting News Judgment Photography News
& Sub-editing Judgment &
Computer
Literacy
• Writing highly regarded across all platforms, except radio
– Newspapers, magazines, TV, online and ‘other’ required writing in over 60%
of ads
• Editorial & reporting skills 2nd rank
• News judgment 3rd rank

4. Media platform of advertised jobs - Australia
Other
Content Farm
Newspaper
Broadcast
Magazine
Online

5. Jobs with online components
(By media platform)
100
90
80
70
Jobs (%)
60
50
40
30
20
10
0
Newspaper Magazine Online TV Content Farm Radio Other
Media Platform

6. AUSTRALIA 0Percentage
4
Initiative 6 77
4
Strong writing 4 73
3
Develop sources 5 58
3
News judgement 3 55
3
Working under pressure 1 52
2
Team player 8 47
2
Production/field production 8 47
2
Communication skills 4 40
2
Software/computer skills 3 38 Software & computing
1
up from 22 per cent in
Qualification 3 22 October 2010 data
1
Leadership 1 18
Law & Ethics 8 13

7. Some [LIMITED] conclusions
• Newspapers and magazines [INCL. TRADE & B2B] continue to
provide just over half journalism jobs
• Journalism skills are well regarded in ‘other’ [RELATED JOBS]
• The number of online-only positions is still relatively
small, but growing [WEB, CMS, COPY-FLOW, BLOGGING OR SOCIAL MEDIA SKILLS]
• Content farms and hyper-local sites are emerging new
employers
[DEMAND MEDIA, SUITE 101, COMCAST & PATCH.COM = LOW-PAY FREELANCERS]
• Writing, editorial & news judgment continue to dominate
required skills [IN TOP 3 ACROSS MOST PLATFORMS]
• Nearly all journalism jobs now have at least some digital
requirements [OVER 50% IN NEWSPAPER, MAGAZINE RADIO & OTHER]
• Initiative and time management are the top personal
attributes desired by editors [A QUALIFICATION STILL COUNTS]

8. What are the issues
• Our students are “digital natives” (Prensky
2001) and described as “Millennials” (those
born between 1982 and 2002) Greenberg & Weber, 2008
• Who are they and how do they learn?
• Do they have the digital media skills that make
them “naturally” inclined towards journalism?
• What should we be “teaching” them to best
develop their skills?
• How and why do we do it?

9. Social Media Accounts
Other social media
Account Males Females
Do you have a Flickr 6.5% 17.6%
Facebook profile?
Bebo 25.8% 25.7%
Males Females
MySpace 19.4% 18.9%
83.9% 98.6%
YouTube 48.4% 32.4%
Google Wave 3.2% (1) 6.8% (5)
Bookmarking 19.4% 16.2%
Other 9.7% 4.1%
Clearly, Facebook is the dominant social media application.
YouTube is a distant second
Most uploading is to social network sites

10. Twitter
Use of Twitter …signed up to Twitter because I
13 of 34 males had Twitter accounts thought I should be up to date…but
(41.9%) have only used it once in six months
35 out of 71 females have Twitter
accounts (47.3%)
I primarily use Twitter as a news
How long Males Females source…but I don’t do tweets myself
Less than 72.8% 67.8%
1 year Simply to follow others, I don’t update
More than 18.2% (2) 22.6% (7) my account
1 year
More than 9.1% (1) 9.7% (3) I have del.icio.us, Twitter and Flickr
2 years accounts because they were course
More than 0 0 requirements
3 years

11. ‘blogs bother me’
“Blogs bother me. I read online newspaper columns, but
not blogs.” (Respondent 19: M/23-26)
Do you visit blogs? Do you blog?
Male Female Male Female
YES 48.3% (14) 40.3 (25) YES 10.7% (3) 13.3% (8)
NO 51.7% (15) 59.7% (37) NO 89.3% (25) 86.7% (52)

12. What are we doing?
• Still working out the balance of skills teaching
• What software or platforms do we need?
– Web publication
– Sound and image recording and manipulation
– Social media as journalistic tools
– How mobile do we go
• Digital story-telling
– Writing and research skills
– Visual grammar
– Voice and presentation