"Who among the people present is not subscribed to any media?" asks one of the speakers in a room full of reporters at the 47th St. Gallen Symposium. Pia Frey, a young German journalist, raises her hand: She gets her information via Facebook and Twitter, listens to different podcasts, uses a variety of apps, reads digital newspapers, but does not subscribe to anything.
Frey, like many other young people, consumes content through many different channels that give her the opportunity to interact, as opposed to reading one single newspaper without any reciprocity. Legacy media need to rethink their practices, she believes. Apart from adding more interaction between journalists and audiences, she thinks newsrooms need to work on gender, racial and social diversity. That is also the opinion of BuzzFeed’s Heben Nigatu. The disruption that legacy media need to keep up with new players like Buzzfeed is, in Nigatu’s view, more diversity in their newsrooms. “The success factor of BuzzFeed is that they have made a real effort to be a more diverse workplace,” she says. “The hiring practices of media companies need to be disrupted,” because “the numbers are fucked up.”