The future of the RTNDA and Communicator
Dear news professional,
We face historic challenges in our industry, not only as electronic journalists but also as the representatives of electronic journalists. This comes as no surprise to anyone working in broadcasting, cable, online or even mobile-based journalism. Our audiences, while still hungry for credible and reliable information about the world and community around them, exercise more choice than ever before in how, when and where the information is consumed.
RTNDA is not insulated from these economic realities and far-reaching industry shifts; we are the pulse of what is happening in nearly every newsroom.
This is the time for honest and open discussion of the role RTNDA and RTNDF need to play for you now during these difficult times and as you look for leadership in the years to come. I believe there is no better time to lay out our condition, the issues we face and the solutions we need to reinvent and rebuild our Association into something better than it is today.
Since RTNDA was founded in 1946, this Association has depended on the involvement of its members to achieve our common goals. Today that is more important than ever. I thank you for your support and invite you to participate as we determine our future course.
This summer, RTNDA President Barbara Cochran retires. We are blessed to have Barbara remain involved as president emeritus through 2010, and her wise counsel and advocacy will be critical in keeping us focused on the journalism and the strategic future of the Association and Foundation. What will be missing are Barbara's daily oversight, management and dedication on our behalf. Chair-elect Stacey Woelfel of KOMU-TV will assume the responsibilities as Chief Executive Officer with the strong support of our capable Washington, D.C. staff. In February, the board agreed that the interests of RTNDA would be best served by adopting this strategy as we determine our next steps. Next week, we will have an announcement about the future leadership of RTNDA and RTNDF that will assure these organizations will continue to serve our members and the industry.
Since 2001, RTNDA has struggled to keep pace with changes that have seen our staff reduced by two-thirds; our revenues have mirrored the ability of members and supporters alike. The current recession provided the biggest hit yet in terms of access to our programs, such as the Edward R. Murrow and RTNDA/UNITY Awards. Many members tell us they simply do not have the financial support of ownership to seek recognition for excellence in journalism. We launched this year's digital conversion of the Awards programs with an eye toward reducing costs, which will allow us to make the programs more affordable in the future. An added benefit will come with increasing the profile of the state of electronic journalism by allowing more eyes and ears to view, watch and listen to the best of the best, thanks to the same digital technology.
Our push to make RTNDA.org a more vital, relevant resource for our members comes as a way to preserve the value of Communicator at a time when the downturn in print has had a severe financial impact. Communicator has been a wonderful resource for generations of RTNDA members and supporters, but the cold budget realities of today's print environment clearly show the time has come to focus fully on and develop our online multimedia resources. The board in February, recognizing the future is online, voted to suspend the print publication of Communicator after the May/June issue. This decision was not made lightly, but does reflect the forward vision needed to position our Association for the future. RTNDA will continue to produce two print publications - the April Annual Convention Program and Buyers Guide and the October Annual Murrow and RTNDA/UNITY Awards Program Guide.
There is strong recognition on the board, made up of your representatives facing the same issues you grapple with, that our membership needs to be more affordable. RTNDA is of value to a broader group that includes all electronic journalists regardless of platform. We see a future built on multiple delivery options forcing fundamental change in how we build content. In December, the board voted to expand voting and representation to include educator members who manage student media news operations. Again, the future of our industry depends on opening our tent to tomorrow's leaders - and the professional educator members who now serve as their mentors.
Without the strong support, advocacy and partnership of the National Association of Broadcasters, we would have been unable to continue to provide our members with the annual convention experience to network, energize and recharge our creative news batteries. This RTNDA@NAB 2009 has one of the strongest programs we have seen with hands-on, hard-thinking and challenging sessions built by Chair-Elect Stacey Woelfel and his team. We know attendance will be a challenge, thanks to the economy. As seen by others in our journalism community, the model of a face-to-face convention is questioned when our companies and employers find it harder to justify professional development at precisely the time when wise decision-making and creative management skills are needed most. RTNDA and NAB continue to build on our rich history and should continue to do so. RTNDA must also reach out to other journalism organizations and forge stronger, more active partnerships to serve our joint interests and those of our members.
We have worked in tandem with NAB to help make this convention more affordable with two-for-one registration and lower-cost single day attendance package. We are fortunate to offer face-to-face opportunities to take more real-world solutions to the problems you face today back home and put them to work for your and your newsrooms, and we are using new technology to reach out through the web for even more valuable information you can use right now in your newsrooms.
RTNDA understands this is all about you. To borrow a quote from the '90's, we "feel your pain."
These issues should not come as a surprise; you are making the same tough decisions, affecting friends, co-workers, families and the standards of journalism we have built. These are the times of a sea change in our industry, and to ignore them is to do so at our own peril. As stewards of your membership support and dollars, and in partnership with our supplier members and supporters, we need to make the hard decisions that will give electronic journalists and our advertisers a more robust platform to develop our skills, expand our vision, and embrace what electronic journalism will become. RTNDA and RTNDF must be part of the solution.
In fact, at a time of economic challenge, I'm happy to say that RTNDF is offering a wide variety of programs, workshops, research and resources to help you and your colleagues do their jobs. A recent Leadership workshop in South Carolina drew a sell-out crowd and rave reviews. This month we unveil an online resource in financial and business reporting that will help you connect this critical national story to your local community. The Foundation obtains grants to underwrite these programs and make them affordable for you. Increasingly, the Foundation is offering these professional development opportunities through RTNDA.org.
The changing face and nature of RTNDA is best reflected in the board decision in December, after years and years of discussion and committees, to adopt a new name and updated mission. Later this summer we will begin the transition of the Radio Television News Directors Association to doing business as RTDNA - the Radio Television Digital News Association. We don't know yet what it will look like, but we do know it needs to happen with your active participation and partnership.
It is clear RTNDA cannot continue to do business as usual with the same business models. We recognize thinking outside the lines has never been more important, because we are deciding today where the lines will be for years to come.
A colleague told me his vision of RTNDA in the future is of a strong "community of journalists," driven by our common concerns and goals, using new tools to reach a fractured audience in our own communities to keep us strong, relevant and vibrant. Our industry often seems as fractured, where relevance is defined by the concern of the day. Much of this has concentrated on the technology, which is fast moving and important in how we do our jobs. What we cannot lose sight of is the reason for why we continue to do what we do.
This forum does work two-way; let us know what you think RTNDA must do to become more relevant for you and for your colleagues; what are the important considerations you want addressed, fixed, or resolved? Share your thoughts - Chair@RTNDA.org is just one of the ways to reach us, or you can always use my personal email edespositoRTNDA@roadrunner.com.
Sincerely yours,
Ed Esposito
RTNDA Chairman