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]

>> good morning, everyone. we are going to begin. all and to the relaunch of the ambassadors program. i am the executive director for civic and give jim an immigrant affairs. thank you to everyone for coming out this morning. we want to thank burst upon dr. eddie chan, the ceo of the northeast medical services center, whose facilities we are using this morning. we will be hearing prefer march from mayor lee fallen by president chu and supervisor cohen, and two community leaders.

fallen by that, we will be introducing the permanent community ambassadors team. interpreters from my staff are here, so if you need language assistance, they are here. without further ado, i want to introduce mayor lee. we will hear first from him because he is the person that conceived of the community ambassadors program last year following a series of high- profile assaults, and has continued to provide leadership to the ambassador program appeared mayor lee. [applause] >> good morning, everyone. about one year and a half ago, supervisor david chiu and malia cohen, along with former supervisor sophie maxwell, and the police department, commissioners, including commissioner joe marsh, we met with various members of the community. particularly, district 11 and district 10, talking about

violence on our sambar . the community, including a number of resident groups, had appealed to us to come up with some better ideas on how to keep the community safe. being the public safety was the number one concern among everyone, particularly during the very tense situation that occurred a year and a half ago, and as we deliberated within the city administrator's office, we concluded community policing had to take an additional improvement, if you will, by embracing what the community wanted to see. particularly on the muni lines, in areas where there might be isolation that occurred in those areas, subject to activities that would end up being --

resulting in violence. after several months of meeting with this idea, we met with members of the community that said, if you hired from our area and if we use the jobs now program, and if we used the city program to embrace it and got training through the police department, we could come up with this idea of the community ambassadors program. we did that for one year. i am standing in front of a great group of san francisco residents, people who have stepped up, who wanted to not only work with the city administrator's office, work with the city as a whole, partner up with the police department, police commission, community organizations in the bayview hunters point, a partner up with our supervisors as well who sat in on all these meetings to make sure that we had the funding for this, at

least partial funding. and then a couple of corporation that i wanted to personally think this morning. at&t, lennar corp.. they stepped up and said this is such a wonderful idea of a public-private partnership aimed at making sure that hot spots along the t line and san bruno were going to be safer. to have 12 residents of san francisco, many of them living in district 10 speaking a total of eight different languages and communicating with not only the operators of our municipal transportation agency -- i see deborah johnson here this morning. thank you for being here. 311 as well as department of public works, the whole sfmta organization, police department, board of supervisors, city administrator's office, working

together, have produced an opportunity in a public-private relationship to hire these 12 individuals. we have done a pilot program and the results are stunningly positive. when you engage the public, when you engage the ridership of muni, engage people in the community and ask what they are most concerned about, public safety is always on their mind. along with the board supervisors, we work to create this idea that residents of san francisco, and what they are doing today is they are not only on the streets, but they are at those spots where we have had a history of activities that were negative, people hanging out. if a resident were not able to speak english and did not understand that they should not be isolated by themselves, you have extra eyes and ears in those areas, and that debt --

that resonated with people to get information not just on the arrival of their most needed muni lines but also just inquiries about where they could get information about the clipper card, healthy fret -- san francisco, ideas of how they can access city hall, other programs. these became important topics for the ambassadors to absorb themselves, share that information in a multi legal way. and i have to thank them because they are a brave bunch. these are people who wanted to be trained through the police academy, they got that training route former chief, now present chief's officer, to go through the academy and get updated constantly. they got the backing of our police commission to make sure they were truly ambassadors. non law enforcement residence but equipped with knowledge and cell phones that are provided

more free by at&t so that they can help make important calls. if they see something wrong or out of place, they can do that on behalf of modeling will residents in this area, and to allow information to be shared among everyone. just to have the presence of 12 more people along this corridor, in hot spots where people feel more isolated, is extremely important. i want to thank adrienne and her staff at the office of the civic engagement. i know linda young is here representing the soviet minister's office, for working together with the community ambassadors program, with the staff, community agencies that are here today, constituents of supervisor chiu as well as maria cohen, and the police chief and his staff, making sure these areas are not only looked after,

and permission is shared, but also that the presence there is one that is positive. in addition to being present, vital information can be shared with people who ordinarily might not understand what is going on in a particular area but the basic information. this program has been successful. adrian has reports on 22,000 transactions sharing information over the past year that we declared to be the pilot first year. because it has been so successful, david chiu and malia cohen protected some funding in the budget for that, but we combine that smartly with funding from lennar corp., who is also making a big investment in district 10 as well. i want to thank both supervisors for their support, and also the office of civic engagement. we are realizing this program as a permanent launch, one that will embrace the community but

one that will continue this important public-private relationship we have bill it -- between our police department, first responders, and also with residents of san francisco, residents coming from the baby you and poured a lot area now engaged with us in a multi legal way, creating conversations, directing people, and making sure they feel safe, as well as our safe along these lines. so thank you. [applause] >> thank you. the next speaker is cheap greg certification. before he became the chief of police, as captain of the bayview station, he was extremely supportive and receptive to the idea of residence of the district and working with the police department to make the community saver. it is my pleasure to introduce chief greg sur. [applause]

>> thank you, adrian, mr. mayor, supervisors. the number one party of the sanfrancisco police department is a reduction in violent crime. we know we cannot do it alone and we made great gains in the debut over the last few years through our partnerships with community that we have made and continue to make. one of those partnerships with with the ambassadors that stand behind me. as the mayor said, we went through a particularly tough stretch last year where we needed some help. getting multi-ethnic embassadors speaking a total of eight languages providing a visible presence in addition to our own, the richard citizen, encouraged collaboration and informing residents, was inviable. now to find out that these in the eye of -- ambassador that have been so special to us are to become permanent is unbelievable and a tribute to those who made it happen.

again, it has been a pleasure to work with the ambassadors, keeping everyone informed and safe. they were care and live here and they have a stake to make sure this is a safe neighborhood for their children and everyone else's, their families as well as everyone else's. although they appear to do their job effortlessly, their job is not an easy one. the reason it looks easy is their passion for doing it. we are looking for having them and i look for to our continued relationship. thank you, a drink, mr. mayor, supervisors, for making this happen. [applause] >> thank you. next is someone who was one of the original architects of the ambassadors program. not only has he been a champion of civil rights and language access, which is the distinguishing feature of the ambassadors program, it is my pleasure to introduce the president of the board of supervisors david to.

[applause] >> good morning, and thank you for being here for this wonderful announcement about the continuation of a program we know that works. i want to take a moment to talk about how we got here in the first place. we had to come together because last year we had some horrific crimes that victimized some members of our community. these were crime that opened up some significant tensions in the community and also opened up memories of past crimes that have been happening in these neighborhoods. we need to take a moment to remember this because what was also wonderful about what happened last year was our community came together. i see so many of you here -- dr. marshall, i remember these meetings that we had. so many of you that came together to say enough is enough. as a community, we have to think of new solutions and we have to put our money where our mouth

is. with the inspiration of our then-city administrator ed lee and his staff, with our san francisco police department, with my former colleagues sophie maxwell and now working with malia cohen, the community came together to put forth an idea of putting an incredible chondria of young, diverse, linguistically-proficient individuals -- the men who women -- the men and women who stand behind me -- to make sure our families, seniors, and young people are safe. this is the type of best thinking that we have when the private sector and public sector and nonprofit sectors come together. i want to thank other local nonprofits that have been working for years to think of creative solutions to be a part of this. when we come together, we are at our best in the city. i could not be more pleased to

join the mayor and my colleagues, supervisor cohen, all of the city officials, the chiefs in being able to talk about a program that should hopefully make us say for decades to come. we will keep working. we all recognize that this program is only one part of other programs that we need to think about here. we need -- we know that the south is part of the city needs more resources, and i for one, along with all of us here, know that we want to fight to bring them. thank you for being a part of this community. >> thank you, president chu. from the first moment she stepped into the district and became supervisor of district 10, malia cohen has been a refreshing and enthusiastic supporter of ambassadors. we work closely with her office on a daily basis to court and our efforts. it is my pleasure to