What's on the other side?

I'm often asked about whether I have hope for the future of journalism. So when my friend, Gordon Govier, asked me to speak at a luncheon for the Society of Professional Journalists Mark of Excellence awards, it seemed like a good forum to talk about where I see things heading.

"What's on the other side: A call to action for the next generation of journalists" was delivered March 27 at the Midwest Journalism Conference in Bloomington, Minn.  What follows is an 1,100-word excerpt. (For a link to an audio file with the full 19-minute address, see Gordon Govier's SPJ Region 6 blog.)

In it, I talk about the good and bad of what my generation of journalists has accomplished, lay out a vision for the forseeable future -- and challenge today's students to take up the cause that is vital to democracy and to the communities we serve.

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Testimonials

"David Stoeffler can help you create a plan for expanding your print and online audiences based on your market's needs and opportunities. He brings a sharp mind, broad experience in the industry and a commitment to vigorous, relevant journalism."

-- Joyce Dehli, Vice President for News, Lee Enterprises

Services

Download PDFs outlining key programs offered by David Stoeffler and Touchstone News Consulting.

Most-requested presentations and workshops.

Visiting Editor, a program for on-site training, content critique and newsroom operational review.

Strategic Planning: Overview of strategic planning facilitation services.

Targeted new product development

• Coach local teams in developing innovative new products to grow revenue and reach targeted audiences in print and online.
• Oversee consumer research, including market segmentation.
• Lead brainstorming and creation of prototypes.
• Develop action plans, budgets and revenue goals.
• Assist in product launch and assessment.

Improved online performance

• Offer ideas for increased traffic and improved experiences for online users.
• Assist in developing strategies for speeding the business transition to online.

Enriched news content

• Deliver in-depth critiques of online sites and print products, summarizing strengths and weaknesses.
  • Sample scorecard.
  • Other examples available upon request.
• Offer specific quick-hit ideas and longer-term solutions to make products more interesting and more satisfying to customers.
• Help newsrooms produce stronger journalism and enhance commitment to core values, including diversity.
  • See speech delivered to American Society of Newspaper Editors "Covering the New Latino Community" workshop in Nashville (Feb. 2-4, 2001) and Kansas City (2002).

Increased management effectiveness

• Help local managers prioritize projects and develop stronger execution orientation and tracking mechanisms.
• Assist management teams in developing a 2-3 year strategic plan for readership and revenue growth.
  • Identify highest journalistic and community needs.
  • Target best growth opportunities by:
    • Defining the market and target geography.
    • Identifying key demographic targets.
    • Analyzing competitive threats and opportunities.
    • Considering internal strengths and weaknesses.
• Coach individual managers to improve leadership effectiveness.

Enhanced efficiency

• Identify cost savings in newsrooms and other areas.
• Evaluate organizational structures and staffing to recommend changes for increased efficiency and effectiveness.

Customized training

• Offer tailored training programs to address local needs in news content, product development, leadership and management. Examples of past training programs:
  • Developing innovative ideas.
  • The art of leadership.
  • Budget management.
  • Team building.
  • Improving communication with employees.
  • Managing performance.
  • Developing a watchdog culture.
  • Building a constructive culture in your newsroom.
  • Identifying and managing reporting projects.
  • Increasing diversity in your coverage and in your newsroom.
• On-site, webinar or one-on-one programs available.
  

Improved recruiting

• Assist in all phases of recruiting for newsroom and top management positions, including creating a position description, establishing advertising plans, developing candidate lists, interviewing and evaluating finalists.
• Represent company at industry job fairs.