Home' Trinidad and Tobago Guardian : July 4th 2017 Contents life A25
Tuesday, July 4, 2017 guardian.co.tt
Government of the Republic of Trinidad and Tobago
MINISTRY OF PLANNING AND DEVELOPMENT
Tenders are invited for the following:
A mandatory site visit will be held on July 6th 2017. Tenderers are asked to
assemble at No. 80 Independence Square at 10:00 am.
envelopes addressed to:
The Permanent Secretary,
Ministry of Planning and Development
Level 14, Eric Williams Financial Complex,
Independence Square, Port Of Spain.
"Tender for the Demolition, Removal, Fencing
and Paving of the old CSO Building"
1:00pm on Wednesday,
19th July 2017.
of the tender.
Late Tenders will not be considered under any circumstances.
All requests for information should be addressed to:
Tel: 612-3000 ext. 2126/2130/2064
Please visit www.planning.gov.tt/careers for further tender details.
• BITDEPTH from Page A24
blocked and even more readily ignored,
Frankenstein words like "content mar-
keting" are now part of the publishing
At its most basic, content fulfils the same
role that matter once did. It's the reason
someone will pick up a paper, switch to a
particular channel, subscribe to a YouTube
feed or bookmark a website.
Now that everybody wants some, the
strings of words that are characterised
as content have become looser and more
careless, while some work wears the label
with tawdry, whorish ambition.
There is, I have no doubt, a way to write
engaging, deep and important stories for
the Internet, but getting there won't be
through a route that's littered with links to Twitter,
cribbed information from Wikipedia and Facebook
and half-baked notions of what constitutes a useful
Cutting through the slurry of linkbait headlines
and multipage "you won't believe what happened
next" photo threadings is going to be the next genera-
tion challenge for journalists who remain committed
to creating good journalism and reaching, perhaps
even educating readers about what, exactly, that is.
This is not going to be easy and it already isn't,
even for media houses with brand recognition and
marketplace clout, because the tsunami of qua-
si-journalism and outright falsehoods that con-
stitute digitally sourced information has grown at
such an astonishing rate.
The blurring of boundaries between formal jour-
nalism and writing that clones the form to increase
brand awareness, inform customers about servic-
es and boost product sales does not serve journal-
ism well, despite the arguments of marketers that
everything is directed at the same customers.
Consumers of information are much like shoppers
in a store. They may appear to be the same thing en
masse, but broken down as individuals, they are very
singular in their needs.
It's pointless trying to sell someone toilet cleaners
when they are buying meat, and delivering content
like a firehose is a mistake when modern journal-
ism demands the dedication, skill and targeting of
The aggregate, curated model of news gathering
is undergoing a dramatic shift and journalism must
find its place around the new fires that represent
the modern shared experience and understanding
of neighbourhoods, nations and the wider world.
Those muster points for information are now
overwhelmingly out of the control of media houses
who are challenged to match their capacity to inform
with an increasingly fragmented, fickle audience.
This is where the work of journalism must be most
deeply felt, where informed opinion, deep research
and correlation and robust subject area knowledge
can make the greatest impact and do the most to shift
both the faltering perception and shaky reality of the
journalist's authority to inform, a shibboleth that's
no longer either taken for granted or guaranteed by
modern news consumers.
To do that, media managers must turn from the
shimmer of content creation and drive a return to
the craft and art of authorial journalism.
Doing this will not be cheap nor will it be fast or
easy. Media houses will need considerable courage
to skip popular attention grabbing gimmicks and use
the best tools of the craft to cultivate new audiences
and command the attention of readers who find it
easy to simply note tl:dr on work that they find too
long, but really should read.
Media producers in 2017 really shouldn't be
wasting time fighting to bring readers back to their
products; they need to reach audiences where they
gather and engage them with stories and perspec-
tives that re-establish an authority that was once
taken for granted.
Buying newspapers and listening to scheduled
broadcasts is a habit, not a necessity, and it can be
broken with alarming ease.
For some, it will never become a habit at all, but
this new audience will return to news sources that
earn their trust.
Engaging, important and crucial reporting and
storytelling will win readers and viewers, but that
journalism can only be done by capable, inspired
journalists. That's where all the solutions will begin.
If you're looking elsewhere, stop.
The next two issues of BitDepth will continue this
look at the backroom issues affecting the practice of
"Media managers must turn from the shimmer of content
creation and drive a return to the craft and art of authorial
'Modern journalism demands the
dedication, skill and targeting of a sniper'
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