This short comment piece emphasises that a consideration of the reader allows for more nuance and specificity in understanding contemporary journalism in the context of digital changes– journalists need to follow and understand not just the but their reader. Otherwise all journalists may as well be chasing the proverbial cute kitten community in a race for clicks. To follow the reader, to understand a journalist’s specific audience, its willingness to merely listen or desire to collaborate, defines a journalist much better than the catch all term digital.
Gross, B. (2015). Looking to the audience to prepare for the future of news journalism. In P. Van Gelder, & C. Whitehouse (Eds.), The Future of News: Partnerships, Engagement and Diversity, 67-68. Westminster Media Forum