they were doing it on facebook. they were doing it in google groups. i cannot tell you how many text messages i got day-by-day, minute by minute, detailing the issues, and we have to start to look at the different ways that people communicate. we have to think about how we shape our stories to fit those new media. as much as i hate to admit it, we will probably not be too many 100,000 -- probably not read too many 100,000-word stories anymore. >> thank you for bringing up radio. i wanted to share one positive story. we do a lot with very little money, but we needed $200,000 to keep going, so we decided to do a two-day pledge drive. we did not offer any gifts. we barely cut into programming. we were just very honest with listeners and said we needed to replenish the station. we raise over $200,000 in two

days. we broke records. we were all blown away. we broke records on my show, which is 100% funded by listeners. we rates $4,000 on my show. usually, the average is $2,000. it just proves that people really want community, independent radio, and the and the media. it is sort of a positive note and a lot of what we're seeing. >> i just wanted to add to that. that is a unique funding model that happens in public radio we have listeners supported content. that is something we were talking about funding earlier, talking about rich people donating, where if you had this micro finance model -- that is part of why president obama was elected as well.

his campaign finance open it up to everyone to be able to donate. i think journalism, and going forward, can learn a lot from that model. >> and we got many $5 donations from people who are not working right now. >> my name is luke. i worked as a generalist for seven years. currently -- journalist for seven years. currently, i worke with photographs. it is really all about the business model. patch believe they can make money based on advertising. other local newspapers believe advertising is not enough to support journalism. i am interested in your thoughts on that, brian. and pat, i know that you are looking for 20, 30 times returns. >> what is that?

>> i put in $1 million and i get $10 million out. >> we do not know what that is an public radio. [laughter] >> ok, thank you. i would like to ask our guests to keep the questions short and sweet. we have a lot of questions. >> patch is built on ad revenue, but not in the -- it is not just banner ads. it is about serving the community. there is a business community as well. small business owners who knew to be served, the sorts of at products that benefit them. all of these are good, from non profit, to different models. you mean that variety. i got an e-mail from taxable. i appreciate that.

>> you have a question for pat as well? >> i think the business model in the media always changes. the big one that everyone has seen in their lifetime is, when i was a kid, tv was free. across america, it was funded by advertisers. today, the vast majority of americans pay a fee to get television. if the contact mix is right, hard journalism, entertainment, people will pay. all along the spectrum from the complete the paid to be completely ad-funded, you see it all today. one of the crisis we have now is the old model of classified advertising, paying for hard news journalism on paper has broken the, and is being replaced. that business model change had been a constant for 150 years. there are millions of models

that work, and will be, and capital can chase them, as you get a 10x return, as you described. >> we want to get to everyone's questions. >> my name is alex. i have heard two major themes about new media. one, that it has a radical democratic potential, low barrier to entry, but i have also heard repeated again and again, in order for your model to be successful, in order for your web site to be successful, you have to hitch your wagon to a large, well-funded, established media corporation. i wonder, in light of that, how new, really, is new media? as the dust settles, is new media not just become the old media as it has been? how far have we come from a

daily billing 60 years ago criticizing, saying the press is free only for those who own one. >> is a great question. i am going to go back to that first question, the quality of digital journalism. we are more than 15 years into internet news. still, you hear people say it is coming along. someday it will be good. quality journalism existed on the internet from day one. it was there. the internet journalists were winning awards from day one. there is a lot of noise surrounding it, which makes it seem worse, say, than "the chronicle." quality journalism is there. the new part of the media is not a new types of stories being told, but how they are being told, short for nurses long

form, and how they are distributed on your one newspaper or magazine or one website, versus to run the mobile universe, or threat the internet universe, portals. do you want to give 30% of revenue to apple in order to distribute it? lots of publishers are making that decision. it is the distribution from free tv to pay tv and the change from the free online destination media to mobile everywhere media and the creation of brands there. along with the business model, that is what we are working on. >> the want to go to the next question. we have to get to everybody. >> my name is peter bergen. i am an investigative reporter. i do not write content, i do not right product. i do news reporting. i do not write material to put ads around. there are some assumptions

coming from this gathering that i find troubling. many years ago, upton sinclair wrote a classical study of journalism. he said that the advertising model does not work. clearly, it does work, but the main thing that is missing from what everyone has been talking about so far is the consumer. when i read long form of journalism, which i write, i print it out. when i mounted an investigation of the region's last year of california, i collected about $7,000 from individuals and parlayed it into six print journeys, seven weeklies. got a lot of national coverage. it made some difference in people's lives, but i did not take a dime from any corporation.

ok? so let's talk about how we go back to the model where people who need investigation, news -- because my duty is not to reflect corporations. let us not be proud that we are moving forward because we do not have journalist unions anymore. that's going back to selling the news that people need, and get rid of the middle man, which is turning out to be a lot of publishers. >> first, thank you for bringing that up. a great question. it gives me the opportunity to talk about two things i am passionate about, perspective and poor people. neither one of those things are efficient -- artificial when it becomes to becoming an millionaire. there is a website that i really liked called poormagazine. that has existed for the past 10

years, focusing on the homeless communities in the bay area. everything that they get is donations and they get few donations. they focus on the things that are ignored by the media outlets, and they are doing it specifically for the people on the streets. those are the kinds of people, the people that they are focusing on. but to be honest, they do not pay bills, they do not have money for advertising. the perspective that comes from those communities are often not what foundation's one. foundations usually go from labor of the month to flavor of the month. we are backed by foundations, so hopefully i am not biting myself in the ass. if you are foundation-funded, you have to focus on what the foundation wants. if you are advertising-focused, you have to focus on what the advertiser wants. so where is the space for this marginalized community?

i did a story two years ago that focused on west oakland, dealing with asthma rates. nobody in west oakland had the money to pay for it, but everybody read it. i know because i walked around and handed out paper copies of it. how do we focus on those organizations, the people who cannot do it themselves? i am sorry to answer your question with a question, but it is something i am passionate about. >> hello, i am just graduating high school this year. i plan to pursue a career in journalism. like others, i get a constant reminder that it is a struggling field. personally, i am not too concerned with money. i am just passionate about journalism. like many others, i want to know what it is looking like for people like me, who are planning to pursue a career in

journalism, what steps do i need to be taking? >> four years from now, i believe she will be out of journalism school, what will landscaped look like? >> it will look great because you are cheap labor. [laughter] and there is plenty of room for you to work their way up. if you really focus on digital skills that make you stand out from everyone else, you are going to make it. fundamentally, you need to write well. if you can do that, you will be successful in this industry. i honestly believe that there is plenty of room for people who want to pursue careers in journalism right now. >> what skills should they be learning, at this point, if they are just going into k school --

j scjool? -- school? >> certainly, the ability to write. being able to speak to the reader, you should certainly learn and probably already know how to do so, video. basically, how to use all of the social media channels available. but i would not really focus so much on those tools because they are getting easier and easier by the day. i am sure four years from now, -- you probably get that in school anyway, but you want to focus on the basics of understand your role as a reporter in a community. and jobs are becoming available. there is more hiring going on. that will continue, going forward. >> one question would be, who is

a journalist? that fundamental question. does she have to go to journalism school for four years to be considered? how can she distinguish herself from a citizen journalist or a blogger? need there be a distinction? that goes into a whole nother question of who is a journalist. nobody wants to tackle that question. >> you should also visit new terms and talk to journalists about what they do. >> i will try to be quick. i think there is a spectrum of journalism and there are professionals. citizen journalists along the spectrum, but they are all valuable. i was going to say, one of the things you should learn how to do is promote yourself and promote your brand. you can get on tomorrow, you can build clips like no other time

in history. you can do that on facebook, your web site. learning how to use your network to promote the thing that you care about, what to write about, is a huge scale that the internet will allow you to do. >> my name is claudia. i worked for pat. my question is for everyone on the panel. -- i work for patch. noting the lack of hispanics on the panel, how do newsrooms address in-language content and sourcing? try to get people in the community, the poor and marginalized, to interact with digital journalism? >> and journalists need to know more than one language, it is that simple.

you need to be able to interact with members of your community that you normally would not be able to if you were restricted by language. that is what i tell my students. i always tell them to minor in spanish, not just because it will make them better reporters, but it will get them jobs in a wider variety of markets. so i do believe that is incredibly important. if you do not speak the language, you find somebody who does. you have them help you. if you were to cover communities, for example, who speak mandarin or cantonese, and you do not speak a word, that is not necessarily a limitation. action--- definitely be part of a journalist's training and anyone who is of having will have a better shot at telling stories. -- multilingual will have a better shot at telling stories. >> we are out of time. i want to thank all of our

panelists. thank you all. and thank you all for coming. [applause]

captioned by the national captioning institute --www.ncicap.org-- >> is honor to bring you together as often as we can to celebrate the arts in san francisco. tonight is the night but we want to celebrate each other and not only our incredible honorees, but all of the artists in the community who give to the city of san consist of. one of the main reasons why san francisco is such a special place and remains one of the world's greatest destinations, the arts. we need to make sure that our

leaders remember that. but tonight is not for talking about budgets, it is about celebrating one of the greatest artists of any time, our time. how good is carlos santana [applause] -- as carlos santana of? -- carlos santana? [applause] an internationally renowned artist that lives his life with the generosity of a social worker, but is one of the biggest stars in the world today. he is also an international superstar who always keeps his heart here in san francisco and the bay area and we are so fortunate to have someone like him that always comes home to us to perform, held the community,

just to be with us. he is an expert -- he is an incredibly special person and we are honored to be able to honor him tonight. quickly i would like to bring up -- you cannot do this alone, we have the help of many city departments throughout the year, we needed sponsors from the private sector as well. we had a wonderful partner for the past few years, louise came on the scene with "the san francisco examiner, who has underwritten tonight's events half. without further ado of would like to invite the publisher, john wilcox, to come and say couple of words.

thank you. [applause] >> thank you. like so many other nights in this great city, tonight is special. not just because of the award being received, which honors otter this from generations who have made this city great and have been made great by the city. no city invites the hard to soar like san francisco does. and renowned san francisco and may have set a better when she said the some of them -- synonym for san francisco is inspiration. most people think that cities inspire leaders and leaders inspire cities, but i would like to add that artists inspired cities and cities inspire artists.

who knows which in print -- which inspiration comes first? it does not really matter, what matters is that happens. right here in our city, generation after generation. we are proud to participate tonight in the recognition of one of music's greatest artists. to continue to fulfill the pledge from one year ago to expand the coverage of the arts and support arts in our community. we want to thank you for allowing us to move out on this rewarding mission, thanking you for the opportunity to serve tonight on this stage and on the stage that is our city, every day of the week. we are honored to share this night with one of the musical greats of all time. we want to congratulate carlos on a wonderful, outstanding career and on his award tonight. thank you, everyone.

[applause] >> so, the first time that i saw carlos santana was when i graduated from high school in angels camp, he played some legendary shows there with the grateful dead. a lot of incredible memories followed, filling the auditorium, carlos's superstar status went through the roof in the 1990's and continues today. the last time that i saw him was at the amphitheater with 25,000 people. everyone in this room, mostly everyone in this room, has seen santana of at least a few times. i know that everyone appreciates what an incredible artists he is.

it is really special to be able to acknowledge that, as someone who receives his fair share of recognition but comes home to be with san francisco, a lot of the work that went into -- the mayor had the good judgment to recognize carlos, but staff did a lot of work to make this happen. no one more so than our executive director, louise, who has been the helm of this agency for the last two years. [applause] >> thank you. we could not ask for a better president of the arts commission published than dee jay johnson. [applause] let's take a moment to also

thank john wilcox and staff at the san francisco examiner. they really have been partners with many of the arts community and organizations, as well as the arts commission. many of you will remember that when we saw the installation, the examiner helped to spread the word throughout the city by printing 100,000 copies of the handouts that were distributed for an entire year while he got his sound insulation installed in city hall. they have been extraordinary partners on many occasions. thank you so much. i was blessed when i came to san francisco to have found extraordinary, talented, dedicated, hard-working, more

than 40 hours per week staff. i would like to thank them, please join me in thanking this hard-working staff. they really deserve it, they were -- will work tirelessly on behalf of arts and culture in the city, and they never punch a clock. they are extraordinary. this evening we have a double celebration. not only do we have literally a rock star robbery -- pottery -- honoree, but hundreds of arts organizations here in san francisco, in the year approved,

2009, we can celebrate the good fortune of these people calling at home. we thank you, the artists in the art organization, for making san francisco your home. [applause] yesterday we had the privilege of starting the day with the chairman of the nea. we were allowed to give a cuff overview to the chairman of the creative committee of san francisco. in a way we were also the warm- up act for the mayor. the chairman wanted to meet with the mayor. you had the chairman of the national endowment, connected to

many grants and initiatives we were competing for. he decided to enter the larger meeting and join us. 15 minutes into that meeting i was starting to get worried because the conversation had not gotten to the talking points that the staff had worked on so hard. suddenly, an artist was revealed. he masterfully guided the conversation and spoke so eloquently about the importance of art in the city. by the time that the chairman left, hohe was totally convinced the sentences that would be one of the pilot cities.