Investigative journalism has a bright future on the internet and may act as the saviour of quality online news, according to a summit of US media professionals held last month.

'Investigative reporting can be a valuable tool - it is a strong way to build the brand and (most importantly online) it gets attention and it gets discussed. Investigative reporting can bring traffic to a site, and prove a news organisation's value,' the meeting concluded.

Organised by the influential journalism education centre and think tank Poynter Institute and Investigative Reporters and Editors (IRE), the meeting was organised to discuss the role of investigative reporting in online media.

Conference delegates included representatives from a range of media heavyweights from both sides of the traditional and new media divide. They included: Dan Colarusso from TheStreet.com; Brant Houston from IRE; Karl Idsvoog from APBnews.com; Stephen Miller from the New York Times; and David Weir from Salon.com.

According to one attendee the conclusions reached at the conference 'could have a profound implications for the quality of online news - and the very survival of existing news organisations.'

According to those at the meeting there is a sharp division between those who have recognised the importance of online news and those who are still focused on traditional media. 'The websites of many traditional news organisations look like an afterthought - an information dump of the morning paper that lacks inspiration.'

'Opportunities to use the unique technology of the web are being missed,' participants agreed. 'Traditional media ought to publish for the web first, not as an afterthought. It is destined to become the number one medium in the public's mind, the fastest read, and the first to be seen, web content ought to be perceived as news of record. It is the archive most easily consulted.'

Focusing on the role of online investigative reporting, the conference recommended that newsrooms adopt continuous news-editing desks that can keep track of changing stories and that journalists must learn to work in teams 'to stay on top of a changing story'.

Furthermore, the meeting agreed, online technology means exciting opportunities exist for investigative reporters to use interactive tools and email feedback. 'Give access to primary source material and background information. Notes databases, interview transcripts, and more can be made available to online audiences.'

Given the potential for online investigative reporting to attract an audience and create interest, news organisations need to give it adequate prominence: 'it should not be hidden among a dozen other links for stories of lesser impact'.

Finally the group concluded that the internet has changed media terminology. 'The definition of the journalist may need to be changed. On the web, it's everyone. Some of the best investigative news pieces on the web today are done by non-news organisations.'

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