Even the most superficial reader of newspaper websites can’t fail to notice the abundance of new technology that is now regularly incorporated into the storytelling process – and as the demand for new ways of telling stories evolves, the range of editorial skills required is evolving almost as quickly as the technology used to publish.
But it isn’t just in editorial that new digital skills are required. As publishers, both local and national, struggle to work out how to make money from digital, the roles of advertising salespeople are changing even more rapidly.
Over the course of the last few months, I’ve been immersed in the newspaper sector; talking to senior decision-makers about the kind of posts they find hardest to recruit. By some margin, the most common answer has been ‘good salespeople who really understand digital’.