President's Message
By Alan Capper

August 2007

So here we are in the middle of the dog days of August in New York City, but from a media point of view it is not exactly quiet. Rupert Murdoch has finally won his battle to purchase the Wall Street Journal and other significant parts of the Dow Jones empire.

It is an important moment in media history when the New York Times announces that it is reducing its size and its production staff by 250 because of the flight of advertisers to the Internet, away from print.

This reflects the state of newspapers generally as we complete the upheavals that are taking us into a largely audio visual world where you can get your news from your I-phone or Treo.

The media environment has changed, driven by digital technology, the rise of the educated consumer, and the changing requirements of brand marketing. The development of digital branded content, pod-casting, blogs, product placement and segmented special interest cable channels has created opportunities for new companies in this sector to generate profits through innovation and an ability to manage and benefit from change.

Consider these circumstances. Ariana Huffington’s blog is now being sponsored by the giant JWT advertising agency. TIVO has launched TIVOCAST and is introducing technology to transfer Internet video content to televisions. Peter Meir of Time Inc. has said that within five years the group will be utilizing electronic reading devices now being developed by Toshiba and Kodak

As news bureaus continue to downsize the traditional model of an advertising agency has also changed out of all recognition, as agency executives struggle to find ‘holistic’ communications solutions or clients problems.

What does this mean to us, journalists based here, doing the best job that we can, regardless of the changes that may be affecting our own organizations?  We must accept that people’s attention spans are shorter and that we must deliver the news as succinctly as possible, but creating impact with integrity and clarity.

 Remember that the FPA is your organization, and your chance to network with other journalists, particularly at our ‘First Wednesday” events which will begin again in September. It is a forum to network, discuss common problems and create opportunities.

See you there, and at some of the other great events that are being organized.

Have a great summer.

Alan Capper