As editor of The Sun Online, newspaper veteran Pete Picton is responsible for making this online redtop one of the most popular tabloids on the web.
In an email interview with journalistic.co.uk, Picton reveals his views about online journalism, what is in store for The Sun Online and his take on blogs.
What do you think of the quality of online journalism?
Innovative. The web journalists’ biggest advantage is that they can see, very quickly, whether readers’ are interested in what they’re doing. So online is the best place to try out new ideas. Editors can gauge very quickly what is working – and do more of it – and what isn’t – so take that idea out and shoot it.
The result of this is that the web is currently the best laboratory for fresh developments in journalism.
Are newspapers adapting well to the web? Should they do more than just merely replicate their print editions?
It is interesting to see how various businesses have responded to the internet. Record companies, for instance, have found it very difficult while some supermarkets have done very well and some haven’t. Print companies, magazines and newspapers, are facing the same challenge.
However online newspapers are facing stiff competition from websites that don’t have a print parent but want newspapers’ readers.
The web is starting to see sites dominate certain markets with very lucrative results – Google for instance. And I think it is very important for a web site like The Sun to maintain a large share of the online “newspaper” market.
My view is that online newspapers should be an extension of the print product.
Over sixty per cent of The Sun Online is exclusive online content. It is important that our readers feel they are getting more of the things they love about The Sun Online.
They can follow the big news stories online as they develop and keep up to date with match reports as they happen.
If they read about a celebrity’s latest film or music in the paper they should be able to see or hear an extract at Sun Online.
We extend The Sun showbiz coverage by filming interviews with celebrities and taking Sun Online cameras to premieres and launches.
There are also areas the print parent can extend from its website. Some of our exclusive online content has proved so popular with the readers that, as a result, it has transferred to the paper.
And our online readers, from around the world, provide stories for the paper everyday.
Digital media or new media? What is your take on this, or is it just a discussion of semantics?
For an large amount of readers it is no longer new – perhaps “now media” would be better.
For example the Internet Advertising Bureau/Price Waterhouse Cooper have revised their prediction that online advertising spend will surpass radio, from 2007 to this Christmas.
For young readers, online is now one of the most important elements of their media consumption.
How did you start out in journalism and end up as editor of Sun Online?
I came from print. I’d previously been Assistant Editor (features) on The Sun, Deputy Editor of The Sunday People, Assistant Editor at heat before being promoted to Deputy Editor and worked my way through the ranks at Sunday magazine (NoW). I’ve also worked in contract publishing at High Life, reviewed records for Q magazine, been Features Editor at Looks woman’s fashion magazine (one bloke , 21 women – oh, happy days !), been an early pioneer exploring The Lads market on The Hit and covered football for most of the nationals when I worked for Hayters sports agency.
What skills do you think are essential for the “digital” journalist?
The same as any other form of journalism - get a great story and pictures, and the rest of the job becomes a lot easier.
Is the future “multi-skilled” journalists where they work across all media (TV, radio, print, online, emerging) or will there be room for those who specialise in just one area eg: just reporting, just working on radio. What is your take on this?
A good journalist, who wants to progress in the profession, should want to learn about as many of the media disciplines as they can, especially as the number of outlets in the medium – print, radio, TV, online, mobile devices etc – is growing.
Newspaper websites tend to have a smaller staff than their print parent which means journalists have to multi task. In my experience journalists who have come to online from print enjoy the opportunity to learn new skills, be it layout, subbing/writing or HTML.
What is your take on blogs?
I’m not sure what the difference is between bloggers and columnists?
I’m in favour of different voices in the media as long as those voices have something to say.
I’m a big believer in the view that editing is a skill readers value. They choose the publications they read because they like the choices the Editor has made on their behalf, they want the Editors to spend time sorting out the best content for them.
Just because you can easily publish on the web doesn’t always mean you should. How many chat rooms have you given up on because they get hi-jacked by moronic abuse?
Journalists and most writers, are taught that they should always have their copy read by an editor to ensure it is accurate and interesting. This skill is just as vital, if not more so, on the web.
Which 3 websites do you find most essential to use on a regular basis.
Drudge, Fark and the BBC.
What technology could you not do without?
The news wires are something I spend a lot of my waking hours gazing at.
What new developments are we likely to see from The Sun Online?
Page3.com 3zine is the latest project to come out of the garage, devised by Page3.com editor Adrian Higgins and his team. Sun Online is about to launch a travel section in partnership with Teletext holidays and you can expect to see Sun Online cameramen out and about as we expand our multimedia content.