A common buzzword in the media right now is “retooling.” How can news organizations ‘retool’ for the Internet. But Bruno Guissani, who is advising a news magazine on just this very subject, thinks the answer isn’t in simply becoming more web friendly, but going back to the fundamentals of journalism.

Journalism is about providing news, facts and analysis to help understanding, but it is also very much about relationships, about connecting people.

Right now the general trend in print publishing is pouring resources into websites to do minute-by-minute wire stories, video reports, reporter blogs and user-generated content, but what’s missing said Guissani is trying to figure out how to maintain the relationship that journalism seeks to create.

His advice to news magazines is to go back to the basics and produce a quality magazine. Put that content online and then give every writer a blog that will let them “re-invent the relationship” between reader and reporter by making everyone part of the news process.

In time this would could create a feedback loop. Once that relationship is strong, the readers would help to produce an even better news magazine. The key here is using the Internet as more than just a conduit to post content, but to treat it like a medium that can create a better and more meaningful conversation.

As I’ve said earlier, journalism is a give and take relationship. And while I hope it’s assumed, it should be clear that this project is guided by the same principle. We want your input, advise, ideas, constructive criticism etc. As the project moves forward we are going to create better tools for having this ongoing conversation, but until then you should never doubt that the free flow of information is our most valuable asset. Don’t hesitate to contact us.

Post script: As I was writing this, Bruno Giussani was doing a post of his own on NewAssignment and what it means for journalism.