It is interesting to see what sort of skills publishers are looking for when hiring a journalist. Nature, the magazine has a current vacancy. What are they looking for apart for experience in scientific matters?

'..Working primarily online, she or he will be able to report on and analyse news developments under tight deadlines, but will also have many opportunities for other forms of journalism, from feature writing to podcasting......

......Experience in and/or aptitude for editing, audio journalism and the development of interactive web projects will be an advantage....'

In the just published 2008 PRWeek/PR Newswire Media Survey (Source: WOMMA blog) 73% of journalists said they use bloggers as a source of information as part of their research.

What does this mean for companies?

They need to be either self blogging or engaging in conversations with bloggers or they are going to be missing two important elements in the communication mix - bloggers (about 10% of total population online) and the media themselves.

A great post by Saad Saraf in Brand Republic on media consumption in multiethnic communities. One very interesting statistic is that internet usage is 50% higher than for the UK average.