Which are the critical skills needed for today online successful journalists? What do you need to know and do to compete with bloggers and independent reporters springing up all around you?

Photo credit: Robin Good
Right now, at the end of 2009, newspapers are buzzing around a report by the Audit Bureau of Circulations which states that the average weekday circulation of nearly 400 dailies in the US slid 10.6% from April to September, compared with a 7.1% decline during the previous six-month period.
What is worse, this steep decline in newspaper circulation (which obviously has a deep reflection in advertising revenues) takes place when the whole publishing industry worldwide is suffering from one of the worst economic crisis since the Great Depression.
What is the formula that online journalists can adopt to get through this long tunnel?
Alan Murray of the WSJ identifies some key skills that online journalists need to acquire to keep themselves valuable to their publishers:
- Have a sincere passion in what they are doing
- Be fast to cover a piece of news and be willing to post multiple times a day
- Build a community of loyal supporters and always engage readers
- Use social media tools like Twitter to keep in touch with the buzz
- Know how search engines work to drive traffic to their content
Most importantly, online journalists should be able to learn how to utilize a balanced mix of editorial and marketing techniques and tools in their normal day-to-day work. Being capable of writing great content and knowing how to distribute it and market it efficiently online is definitely one of the most valuable pair of skills an online reporter must have:
The art of a good blog is figuring out the right mix between the piece that you know is going to get maximum search engine hits to the piece that really defines what you are doing that is uniquely valuable. That second piece might not bring in as much traffic, but it is the piece that is going to keep the traffic once you get it in the door.
In this video interview, Alan Murray, online executive editor of The Wall Street Journal, paints the profile and the key skills needed by online journalist wanting to become indispensable asset to his newsroom.
Here all the details: