TAILIEUCHUNG - Supplanting the old media?

While many of these players have established solid online properties, they have generally been seen as an extension of their traditional audience and are based around a free access, ad-supported business model. To sustain high-quality content, they will need to use some form of subscription-based access to ensure delivery of specialized and exclusive content. The Wall Street Journal led the way as far back as 1997, but ever more established content sites will move towards paywalls and subscription models. What does this mean for brands and marketers? More fragmentation – with consumers now having to pay, you can expect audience sizes for. | NEWS FEATURE NATURE Vol 458 19 March 2009 old media Science journalism is in decline science blogging is growing fast. But can the S -one replace the other asks Geoff Brumfiel. John Timmer s slide into journalism was so gradual even he can t put his finger on the point at which he stopped being a researcher. He started reading Internet websites and message boards a decade ago while he was working as a postdoc in a developmental neurobiology lab at the Memorial Sloan-Kettering Cancer Center in New York. One day one of his favourite sites Ars Technica announced that it was looking for someone to help with its science coverage. It was 2005 and a school board in Dover Pennsylvania had gone to court over the promotion of intelligent design. I thought wow it really feels like the public has completely lost touch with what science is all about says Timmer. So I basically e-mailed the existing author and volunteered. Over the next few years Timmer s work on the site grew steadily while his research career stalled. Today the 42-year-old draws a full-time salary as Ars Technica s science editor. He works with writers echoing his earlier experience graduate students and postdocs type up brief summaries on research in their areas of expertise during down time and lunch breaks. The write-ups are more technical than you might read in a newspaper a recent post included a lengthy discussion on functionalizing cells to bind them together with DNA but that s fine Timmer says. The idea is to provide people already interested in science with greater insight into how research works. A typical posting can earn a writer anywhere from the price of a pair of movie tickets to around US 100 and that is often incentive enough for young academics. Timmer s tale is emblematic of a shift in the way science meets the media. In part because of a generalized downturn especially in newspaper revenues the traditional media are shedding full-time science journalists along with various other specialist

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