At the time, the distinguished panel - Jane Singer, Alan Moore, Heather Hopkins and Mark Tungate – were responding to this question posted online by Mark Comerford from Sweden:
still talking to a large extent about your "traditional" base. How do you extend your brand to audiences you dont traditionally reach?
Afterwards, Jane Singer, the new Johnston Press Chair in Digital Journalism at UCLan, had this to add in response:
One of the advantages that traditional media have in the online world is their
'institutional memory' of their own communities, commonly stretching back through
many years and many generations -- which they can draw on in a variety of ways
and in combination with the new voices of users (including those both new to the
community and those with their own long-term knowledge and connections with it
as their home). None of the other companies jumping online and providing content
have a comparable capability that comes from long-term association with and deep
knowledge of a particular place, its people and its issues.
You can review a (unedited) recording of the Webinar here - and join the discussion by posting your comments on this blog. Or you can joining us for the 6th Journalism Leaders Forum scheduled for 15 May 2007. Better yet, why don't you do both?