Oregon Media Insiders

After reading about the Oregonian's loyalty pledge, or potential lack thereof, I believe all who are engaged in the profession of journalism need to assess how they need adapt to changing technologies. The Fourth Estate provides an essential function in a free society, although the manner in which people receive information will continue to evolve.

The printed page will not disappear without a viable replacement. It is still one of the most cost-effective means to reach a mass audience. Advertisers recognize this and will continue to support the printing of newspapers, magazines and other periodicals as long as there is a market.

That being said, we must also recognize that time is an enemy of the print media. In the Information Age, we have become accustomed to receiving instant messages, email alerts, and crawls across the bottom of our TV screens at the first hint of breaking news. Television, radio, and Websites are poised to reach audiences who demand immediate notification of significant news events when they occur. But for in-depth reporting, analysis and investigation there will undoubtedly continue to be a significant need for newspapers and news magazines.

It will be a long time before we can all have access to pocket-sized Blackberries or computers to read and watch as we commute, work, or relax away from a fixed portal. The challenge for all journalists is to recognize and adapt to new ways of gathering, producing, and disseminating information that will meet the demands of a new generation of consumers (and advertisers who desire to reach them.)

The basic skills required for journalism will not change. We will always need people who can interview, investigate, and dig for facts. We rely on photo and video journalists to show people events or places they could not see firsthand. The tools of journalism may change, but the skills will not. We need to focus on keeping our readers, listeners, and viewers well-informed; which should always be a marketable commodity in a democratic society.