With Kev hanging out of his back bedroom window, Ian slaving over a hot addiply cms in his mum’s spare room and Neil off proofing the history of art, it was time for the boss to treat the rest of the MFW troops to lunch.

Both of them. It should have been three, but Tom was down with flu.

Mark does Ipswich, Nick does Colchester; both do MFW like a dream.

There was a time when we thought we might go the franchise route with MFW; build a football reporter starter-pack and let people take the ‘kit’ off the shelf and off they go; it’s where we think MLW might be able to go.

But go down the franchise route and, as far as I could ever work out, I’d have spent the last six months slaving night and day writing a training manual.

So instead when first Mark and then Nick joined the party, their ‘kit’ was a 3G data card, one of those digital voice recorders with the UBS thing that makes them a radio station and a decent, second-hand motor off Col’s Cars in Acle. £120 a month over three years; works out OK.

Like most 20-somethings, they come with a lap-top attached.

A quick chat about remembering they’re a local; that it’s great to get a headline one day; not so great if that same headline doesn’t talk to you the next… and that was about it, I think.

I showed them once how to upload the Action Images stuff off the CMS; Neil bunged them the link to their site stats to keep track of their hourly circulation figures and neither of them have missed a trick. Or a deadline.

They’ve had to change; to adapt. We all work Sundays. For until the provincial newspaper industry start producing Sunday newspapers – or flooding out the post-match quotes and copy ahead of their Monday print editions – we’ve got that day to ourselves; but they don’t seem to be bothered.

Write the piece on a Saturday night before you go out; time the piece on the CMS to go up at 10am on Sunday morning and these boys can still be sleeping off the night before as they publish to the waiting world.

During the week, minus deadlines we have this deal that they aim for the whole ‘My first coffee break…’ market sometime around the mid-morning; then hit the ‘One last look before I log off…’ brigade some time around 5; 5.30pm. And all the time, you’re about to roll out stuff as and when anything breaks.

Because these days punters call the shots; they access their news when they want to – and where they want to. Not when we tell them. It’s on your door mat at 4.40pm. Take it or leave it…

And we’re not going to get everything first; ask most football reporters these days and they get sweet FA first – not ‘news’ wise. News belongs to the clubs; that’s why they run their own TV stations; hire ‘club journalists’… the rest of us just mop up afterwards.

That’s why we run the RSS feeds from elsewhere; look here’s the news from the local newspaper, Sky, BBC, Telegraph football… just get it off our site while you’re here… And look, before anyone starts to complain, here’s your branding on our site…

News is everywhere; me, Mark and Nick can’t be. So we link.

And this is the thing; they get all of this; the fact that all we can ever do now is aim at this ‘When I get a mo…’ market; the fact that they need to work slightly different days; be slightly more flexible in their thinking.

But they’ve been flexible in their thinking since the first time they set a finger on a keyboard. When they were five, probably. In school.

This generation of young journalists embraced the web years ago; they know what it can deliver; they don’t need a training manual; it’s in their DNA.

Podcasts? Yeh, fine… Upload pictures? Whatever…

We got 72 CVs through for the Colchester gig; good CVs; nigh-on all were the same age, same background; journalism courses, year or so on a local weekly; a good few on an evening sports desk. All can clearly see the writing on the wall.

So you go back and say: ‘Right, given a choice…. given your contacts, location… what club would you like to do?’ And they’re all there; the six for Watford, four for Preston, eight for Palace. Cos they all get it; like I still don’t most of the time.

Twitter? Me? Behave.

But my boys will. Stand in front of that JEECamp and listen to Paul talk about what his kids are up to and, boy, are they going to have fun.

Someone, somewhere, just needs to set them free. That’s why we want to beta MyLocalWriter through the J-Schools, the colleges, the universities. Cos the kids know what they’re doing; they know where their world is going.

Most of the time, we haven’t got a clue.

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