Arts 2090 assessment
 âIt makes increasingly less sense even to talk about a publishing industry, because the core problem publishing solvesâthe incredible difficulty, complexity, and expense of making something available to the publicâhas stopped being a problem.â (Clay Shirky, âNewspapers and Thinking the Unthinkableâ, http://www.shirky.com/weblog/2009/03/newspapers-and-thinking-the-unthinkable/). How much do digital and networked media dismantle the âpublishing industryâ? Is it being replaced? If so, what is replacing it? If not, what is surviving of the older publishing industry, and how is it doing so?
Digital and networked media do not dismantle the publishing industry, rather they force the traditional pillars of the publishing industry to become more creative and package their content in new modern and inventive ways to appeal to an increasingly tech savvy audience. I do not believe that the publishing industry, specifically news publication, can ever be replaced, but rather will transform with the times. Its metamorphosis can already be seen today, with news media outlets maintaining an online presence through their online websites, and reaching out to their audience through Facebook and Twitter, and online subscriptions and apps making it possible to read the paper on eBook readers such as the iPad and Kindle. However amongst all this change, there are integral parts to the publishing industry that will always survive, and to ensure their survival they have adopted some facets of new media. Some aspects of the older model publishing industry that remain in the face of media and publishing 2.0 are method, brand awareness, and the role of the journalist.
An integral part of publishing is how the information is published since after all, media is an industry that is significantly dependent on publishing. Thanks to media 2.0 many new methods of publishing have opened up, the most obvious example being blogs, but traditional publications such as books and newspapers are still surviving. The publishing industry has adapted to technological changes, repackaging their content to suit the needs of the hi-tech consumer through their constantly updated websites, apps for news outlets such as The New York Times, and eBooks for eBook readers such as the iPad and Kindle. Even then though, it must be noted that for newspaper publications specifically, âThe hypothesized mass migration of news consumption behavior is not supported by the facts. Some migration from offline to online news consumption has occurred, but this number (12 percent direct substitution) is less than many believe. Another 22 percent of U.S. adults have substituted some online news for offline news, but for a substantial portion of this group, the online news media acts as a complement rather than as a substituteâ.[1] Statistics like this show that for the most part despite the much-lauded âdeathâ of the publishing industry as we know it, old school publishing undeniably remains an integral and chief mode of consumption today. This fear of new technology usurping established practices could be comparable to when the television was first introduced, and people predicted the demise of radio, we can now see today with foresight that in fact the two can co-exist together. Online news as a compliment to physical publications and offline news can in fact be very profitable for the publishing industry. It has been reported that the media outlet, The Wall Street Journal, generates $65 million through itsâ pay walls for its online subscriptions alone.[2] The consistency of the offline news readership ensures that the traditional method of publication, print media, will survive, and the profitability of the latest media practices as a compliment not a replacement ensure that the publishing industry will not be dismantled in the face of new media technologies as they generate revenue in different ways to continue surviving.
A significant characteristic of publishing is the reputation and prestige behind certain publishers. Established media outlets are implicitly trusted by the public to publish fact, since the traditional method of news publication tries to ensure that their information is accurate, as opposed to the Internet where anything can be published without any substantiated fact behind it. This is something that will not and cannot be replaced by any form of new media, simply because it comes with time and being consistently reputable. The traditional publishing industry has credibility, which new media tries to make up for with enthusiasm. Nothing can replace the reputation and social awareness that the big names in publishing and media carry. A contemporary example of this in play can be seen in the leak of the Osama Bin Ladenâs death. Before the President of the USA Barack Obama made the official announcement, the news first broke on Twitter, the social networking/micro blogging site, specifically through Keith Urbahn, the Chief of Staff for Donald Rumsfeld the former Secretary of Defence in the US and noted American politician, with his tweet "So I'm told by a reputable person they have killed Osama Bin Laden. Hot damn."This was met with much skepticism from Twitter users with tweets such as âOsama bin Laden is dead?!?! Is it true, or just hoaxâ, âHasn't Bin Laden Died every year since the 9/11 attacks happened? #news #Hoaxâ and âI thought this Bin Laden dead thing was a twitter hoax, but now I'm watching CNN and it seems to be true. Wow!â[3] The widely held belief seems to be that information cannot be trusted unless it comes from a verified source, and reputable media outlets produce content that comes from verified sources, and as the last quoted tweet shows, their words are given more weight and the irreplaceable commodity of trust, in the eyes of the public. There is an implicit trust between established media publishing entities with its audience and society at large that digital networked media cannot replace. The older publishing industry survives because it has proven over time and consistency that it is a reliable source for news.
 Another feature behind traditional established media entities that new media does not have is brand and public awareness. This can be attributed to time, for example The New York Times has been around since 1851, whereas the Internet is a relatively new technology in comparison. To ensure that they not only remain but also profit from being in the public sphere, media outlets such as The New York Times and New York Magazine are signed with talent agency ICM to broker film and television options for their articles. Many an article has gone on to become a film, in the case of New York Magazine their articles âTribal Rites of the New Saturday Nightâ written by Nik Cohn and âThe Return of Superflyâ written by Mark Jacobson became the films âSaturday Night Feverâ and âAmerican Gangsterâ respectively.[4] Forward thinking partnerships protect the legacy of prestige and brand name recognition behind media entities.
 Another aspect of the publishing industry that is still surviving and remains relevant is the role of the journalist. Perhaps the most key issue, despite all the changes the publishing industry is going through, the underlying goal has never changed, which is to report on the news as it happens. Digitized networked media has made it possible for everyone a âcitizen journalistâ, which has rendered the role of credible journalists even more important. I would define a credible journalist as someone employed by a news outlet, not someone writing up whatever they want and posting it on a blog on the Internet. The role remains, to report on the news, but thanks to technology the methods and demands have changed. As a result of newspapers and their websites, the news cycle is constantly running 24/7, so there is a persistent demand for the content to be constantly refreshed and updated, as well as informative and correct. This has forced the journalist to embrace technological advances such as Twitter to enable of-the-minute reporting from anywhere in the world. It is undeniable that âthe rise of the Internet as a technological innovation has influenced journalismâ,[5] and as such reporting itself has changed, since there are now so many ways that the news can reach the audience. However even with all these increasing pressures placed on them, journalists are still expected to be âtrusted guidesâ for society at large. Dependable journalism has combined with technology to make reporting the news get across even more efficiently in a time sense, but also reach more people through various modes of communication.
 While it may seem like digital and network media are taking over from traditional broadcast media, this in fact a fallacy. Rather than being completely replaced and being rendered irrelevant, established old school entities are appropriating new modern day practices in order to survive and maintain their existence. If you look at news publishing in particular, it is evident that key elements such as the original form of publication, print, associated prestige, and the role of the journalist all clearly remain in the face of the so called âdismantling of the publishing industryâ. It must be noted that even though they may not be replaced, in order to survive and maintain their relevance, they have had to embrace some new media practices and get inventive to keep their audience engaged as they move into the future. It is hard to predict the future of publishing, I often feel that there is too much fuss made over the so called âdeath of printââ, while it cannot be denied that circulation is down as a statistic, there is no reason why they cannot co-exist side by side, as compliments to each other.
List of References:
 Ahlers D, âNews Consumption and the New Electonic Mediaâ The Harvard International Journal of Press/Politics Winter 2006, vol. 11 no. 1 pg 29
 âHow Osama bin Laden death story unfolded on Twitterâ in The Sydney Morning Herald, published: 2nd of May 2011, viewed: 31st of May 2011, < http://www.smh.com.au/technology/technology-news/how-osama-bin-laden-death-story-unfolded-on-twitter-20110502-1e4jn.html>
 âICM Signs to Rep New York Magazine Articles for Film and Televisionâ in Deadline, <http://www.deadline.com/2011/06/icm-signs-to-rep-new-york-magazine-articles-for-film-and-television/>, published: 1st of June 2011, viewed: 2nd of June 2011.
LÄzaroiu G, âNew Forms of Networked Communication: The Fabric of the Global Digital Ageâ, Annals of Spiru Haret University, Journalism Studies; 2010, Vol. 11, p225
 Perez-Pena R, âTimes to Stop Charging for Parts of Its Web Siteâ in The New York Times, published: 18th of September, 2007, viewed: 31st of May 2011, < http://www.nytimes.com/2007/09/18/business/media/18times.html?ex=1347768000&en=88011ab45717e39d&ei=5124&partner=permalink&exprod=permalink>
âąÂ  [1] D Ahlers, âNews Consumption and the New Electonic Mediaâ The Harvard International Journal of Press/Politics Winter 2006, vol. 11 no. 1 pg 29
[2] R Perez-Pena, âTimes to Stop Charging for Parts of Its Web Siteâ in The New York Times, published: 18th of September, 2007, viewed: 31st of May 2011, < http://www.nytimes.com/2007/09/18/business/media/18times.html?ex=1347768000&en=88011ab45717e39d&ei=5124&partner=permalink&exprod=permalink>
[3] âHow Osama bin Laden death story unfolded on Twitterâ in The Sydney Morning Herald, published: 2nd of May 2011, viewed: 31st of May 2011, < http://www.smh.com.au/technology/technology-news/how-osama-bin-laden-death-story-unfolded-on-twitter-20110502-1e4jn.html>
  [4]âICM Signs to Rep New York Magazine Articles for Film and Televisionâ in Deadline, <http://www.deadline.com/2011/06/icm-signs-to-rep-new-york-magazine-articles-for-film-and-television/>, published: 1st of June 2011, viewed: 2nd of June 2011.
[5] G LÄzaroiu, âNew Forms of Networked Communication: The Fabric of the Global Digital Ageâ, Annals of Spiru Haret University, Journalism Studies; 2010, Vol. 11, p225












