The Third Conference on Innovation Journalism: Proceedings
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VOL.3 NO.4 * MAY 29 2006 * ISSN 1549-9049 www.innovationjournalism.org THE THIRD CONFERENCE ON INNOVATION JOURNALISM PROCEEDINGS Tresidder Union Wallenberg Hall © ROBERT EMERY SMITH STANFORD UNIVERSITY APRIL 5-7 2006 THE THIRD CONFERENCE ON INNOVATION JOURNALISM PROCEEDINGS APRIL 5-7 2006 David Nordfors, Publisher and Editor John Joss, Editor Turo Uskali, Editor Alisa Weinstein, Editor CONFERENCE COMMITTEE Executive Committee David Nordfors, Conference Co-Chair, Innovation Journalism Program Leader, Sr. Research Scholar, SCIL, Stanford University; Special Adviser to the Director General, VINNOVA, Sweden. nordfors @ stanford.edu, +1-650-804-5184 Annette Eldredge, Conference Coordinator, SCIL, Stanford University, U.S. Eldredge @ stanford.edu, +1-650-724-6483 Melinda Sacks, Conference Press Contact, Director of Communications, SCIL, U.S. msacks @ stanford.edu, +1-650-924-0139 General Committee Stig Hagström, Conference Co-Chair, Co-Director, SCIL, Professor, Stanford University, U.S. Peter Svensson, Visiting Researcher - Innovation Communication Turo Uskali, Visiting Scholar - Innovation Journalism Alisa Weinstein, Associate Editor, Innovation Journalism, www.innovationjournalism.org Adress: Wallenberg Hall, Stanford University. 450 Serra Mall, Stanford, CA 95305, U.S. Conference Blog Jan Sandred http://innovationjournalism.blogspot.com/ 3 CONTENTS 1. Foreword 7 Curtis Carlson 2. Opening Address 9 David Nordfors 3. Keynote Address: How the Internet is Changing the Concept of Journalism 11 Vinton G. Cerf 4. Innovation Journalism Teamwork: How and why? 15 Erika Ingvald 5. Innovative Journalism as a Basis for Innovation Journalism 27 Amanda Termén 6. How to Write About the Future 41 Jyrki Alkio 7. The Role of Innovation Journalism in Business Journalism 59 Erik Amcoff 8. How to Integrate Innovation Journalism into Traditional Journalism 69 Eva Barkeman 9. Is Blogging Innovating Journalism? 85 Patrick Baltatzis 10. Why Newspapers Don’t Cover Innovative Startups – 97 and How They Could Contribute to Medici Effects Thomas Frostberg 11. Innovation Journalism and Corporate Environments 115 Violeta Bulc 12. Discussion Note: Innovation Journalism as a Tool… (V. Bulc) 125 Thomas J. Buckholtz 13. Innovation as a Topic for Media Reporting: Implications of Editorial Strategies, 127 News Value and Framing. Klaus Spachman 14. New Perspectives on Innovation Communication: Journalism and Public Relations 143 – Partners or Opponents? Findings from INNOVATE 2006, the 2nd German Trend Survey Simone Huck 15. Innovation Journalism in Tech Magazines:Factors of Influence on 163 Innovation Communication in Special Interest and Specialist Media. Florian Kruger 16. Media Communication as a Marketing Strategy for Start-up Firms 177 Peter Svensson, David Nordfors 17. The role of PR in the Innovation Information System 191 Jan Sandred 18. Discussion Note: The role of PR… (J.Sandred) 215 Vilma Luoma-aho 19. The Innovation Journalism Course at the Royal Institute of Technology, Sweden 219 David Nordfors, Mats Myberg 20. Experiences from the Innovation Journalism Pilot Course in Jyväskylä 229 Turo Uskali 21. Innovation Journalism in Slovenia 239 Polona Pibernik , Violeta Bulc , Edita Kuhelj Krajnovi 22. Innovation Journalism, Competitiveness and Economic Development 247 Kevin Murphy, David Nordfors 23. Innovation Journalism as an Essential Element of the New Endogenous 253 Theory of Economic Growth Erkki Kauhanen 24. Innovation Journalism for Bridging the Gap Between Technology and Commercialization 271 Antti Ainamo 25. Discussion Note: Politicizing of Innovation Journalism 289 Antti Hautamäki 5 Innovation Journalism Vol.3 No.4, May 29 2006 Curtis R. Carlson: Foreword to Proceedings The Third Conference on Innovation Journalism Foreword By Curtis R. Carlson President, SRI International The 2006 Innovation Journalism Conference at Stanford University addressed an important, emerging “beat” in journalism: innovation. “Innovation Journalism”, a term coined in 2003 by David Nordfors, is journalism about innovation itself. Essentially, this new beat is writing about the future. Since 2003, Nordfors has led the Innovation Journalism program. I applaud David for spearheading this effort. For their participation and enthusiasm, I also commend the broad community of international journalists and their U.S. sponsors. As we have learned, innovation is now the primary means for growth, prosperity, and improved quality of life. This is a marvelous time for innovation and entrepreneurship—with many opportunities available in all major market segments. As journalists, technologists, entrepreneurs, executives, or venture capitalists, we all play key roles in the innovation process. Given today’s many opportunities and challenges, how can we continually expand the concept of innovation journalism and give this important area its due? These proceedings take an important step toward addressing this important question. Curtis R. Carlson was named president and chief executive officer of SRI International in December 1998. In 1973, Carlson joined RCA Laboratories, which became part of SRI in 1987 as the Sarnoff Corporation. As head of Ventures and Licensing at Sarnoff, he helped found more than 12 new companies. He started and helped lead the high-definition television (HDTV) program that became the U.S. standard and in 1997 won an Emmy® Award for outstanding technical achievement for Sarnoff. Another team started and led by Carlson won an Emmy in 2000 for a system that measures broadcast image quality. He has published or presented more than 50 technical publications and holds more than 12 U.S. patents. He has written a book (to be published) on SRI's unique, disciplined process for innovation, which is the base for the SRI Value Creation Partnership Programs offered to business and government clients. Carlson received his B.S. in physics from Worcester Polytechnic Institute and was named in Who's Who Among Students. His M.S. and Ph.D. degrees are from Rutgers University. He is a member of the Institute of Electrical and Electronics Engineers (IEEE), Sigma Xi, Tau Beta Pi and the Society of Motion Picture and Television Engineers. Carlson played the violin professionally at 15, and it remains his primary avocation. 7 Innovation Journalism Vol.3 No.4, May 29 2006 David Nordfors: Opening Address The Third Conference on Innovation Journalism Opening Address David Nordfors Conference Co-Chair Welcome to the Third Conference on Innovation Journalism at Stanford. The conference is growing each year. We are making excellent progress. This year Vint Cerf, AKA “Father of the Internet”—recruited by Google as “Chief Internet Evangelist”—opens the proceedings, the first time a news professional won’t open the conference. It’s appropriate, with radical changes spurred by the Internet that are affecting the news industry. Until now, the web played second fiddle to paper in mainstream news. This is changing—the tipping point is here. We face drastic and accelerating changes: large publishing houses are being sold, big news rooms are being stripped, weekly magazines are going monthly—while their websites generate news hourly. Journalists are losing jobs they thought were safe. But, as in earlier industrial revolutions, new jobs will emerge. The Internet offers not only paperless distribution but also a new medium for creating widespread awareness in new and old public sectors and readerships that will redefine the news industry in many ways, many unguessable. Journalism seeks readership attention and sells it to advertisers. Advertisers want to know what their money delivers. Publishers profile readerships, measure their publication’s penetration, then use the statistics to explain to advertisers what they are paying for. New Web tools, even free stuff for private blogs, reveal amazing potential. Statistics show which stories were downloaded, when, how long a reader stayed, where he or she lived, and so on. Every incident is registered and analyzed. Advertisers know exactly how much attention their ad gets. Such information will never be available for news on paper. Paying for trees to be murdered while not getting that readership information will be hard to sell to shareholders in future. Web publishing has lower capital investment and margin costs. In news organisations, both drivers and controllers have incentives to move to the Internet and away from paper. It is no longer exotic to publish news on the Web—the question is not whether to publish on the Web, but whether the particular news story should be on paper at all. There are other reasons why the tipping point is here. I won’t explore them now. The bottom line: newspaper publishing has been a well-defined practice for over a hundred years but lacked R&D—it wasn’t needed. After listening to Vint Cerf, I think you’ll 9 Innovation Journalism Vol.3 No.4, May 29 2006 David Nordfors: Opening Address The Third Conference on Innovation Journalism agree that news media will be transformed from a conservative into an R&D-intensive industry. Let us move from innovations in journalism to journalism about innovations. Today we live with constant innovation and change. Journalism must embrace and cover innovation. This is difficult—innovation processes are multidisciplinary. Traditional journalism struggles with innovation. Traditional beats—technology, business, politics—chop up innovation processes to fit established news slots, missing the bigger picture. Our conference will focus on how journalism can report innovation, via four main themes: