The Internet has expanded the possibility of access to primary sources of information to everybody. This process deprives the journalist of the feature of unique mediator between news and audience. At the same time the Internet enables news professionals to access how people think and experience events. This makes it possible to continuously and constantly deepen reporting outside the traditional channels, bringing the reporter into the middle of the audience. Through the Internet, the life cycle of news can be extended in a virtuous way, managing it immediately after the launch. Large companies are the first to be interested in this evolution because their management of relationships with journalists and the news needs to be adapted.

Organised in association with Nestlé