|Tom Rosenstiel spoke to an audience at the University of Kentucky Wednesday.|
- "Its first loyalty is to citizens:" As news organizations' finances have eroded, its loyalty to citizens has been weakened, with more use of sponsored content, and "This is something we need to worry about," Rosenstiel said.
- "Make the significant interesting and relevant:" It's more important to listen to the audience, Rosenstiel said, because the web and economics are moving the market away from "publications of record" to "publications of interest." The web rewards specialization, not the old model of general-interest stories, so local publications "need to decide the few things they need to get better at." One encouraging finding is that people will still read long stories, especially at night and on mobile devices, he said.
- "Keep the news comprehensive and proportional:" With fewer resources, we "need to think about comprehensiveness within topic," Rosenstiel said, keeping in mind that "The function of news is to create community knowledge."
- Journalists should "exercise personal conscience:" Rosenstiel said research shows that the expansion of news outlets have drawn conservatives out of traditional newsrooms, so editors and publishers need to think about ideological, class and cultural diversity.