People are really starving for high-end, really well-done stories

HÃ¥vard Ferstad


Videos by: Innovation Projects, Deutsche Welle, 2008. Used with permission.

Brian Storm in an interview with Deutsche Welle in 2008:

"I've always believed that people care about quality. And I've always believed that people will watch things that are hard to watch but important.

I've worked at mainstream media companies and had people tell me: 'We're not going to do a big story on AIDS in Africa. Nobody cares. Nobody's going to watch it.' I can tell you that that's false. I know that because I see my web logs. We did a huge story with Kristen Ashburn called Bloodline on AIDS in Africa. Lots and lots of people have watched it. There are people watching it today. I still get emails every day on that project.

People are really starving for high-end, really well-done stories; relevant, truthful journalism. They are starving for it. Absolutely starving for it.

"I tell newspapers that are trying to do video right now - they're trying to do a video a day - and I say: 'Why? What is special about a video [a day]? What is your metric?'

So I've challenged several organisations and said: 'Fine. Take two guys. Put one on a video a day. Put one on a video when it's ready and make it excellent. And watch those metrics and give it six months.'

I put my money on the guy who is doing really good stuff, because what will happen is that the other stuff will just turn over and forty people will watch it and it's gone. And the stuff that matters - people will watch it and then they forward it and spread it - and traffic keeps coming over time.

So... what is our goal as a profession? We have to sort of get back to that."

I would say we're a purpose driven company, not a profit driven company

"We can get back to the fundamentals of journalism, the things we've always cared about as journalists. We're not operating in a corporate environment where there is a focus on generating revenue and shareholder value. We don't talk about that around here. We talk about how to tell the best story - the story that really matters.

I would say we're a purpose driven company, not a profit driven company."

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