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Ken Sands, innovation editor of Congressional Quarterly, came to George Mason University Tuesday to talk to students about the changing face of web journalism.

Sands spoke about early innovations in news-gathering techniques from the web, particularly those he pioneered himself. Working at the Spokesman-Review of Spokane, Washington, Sands used a database of reader information to target readers for emails requesting comments and reactions.

When the publication was faced with how to cover the community response to 9/11, the database gave them a way to quickly request and gather stories from the readers. The Spokesman-Review devoted an entire letters to the editor page to reader's personal responses, and the format was so successful that Sands has since instructed 75 newsrooms in how to use similar techniques.

Sands was also one of the first bloggers. He told students how, looking to cover a sporting event in a new way, he turned his camera around and covered the arena instead of the game.

"They all thought it was crazy and wasn't really journalism."

According to Sands, the major aspects of online news content are:

• Immediacy

Sands stressed the importance of updating news as it occurs, without sacrificing its long term value. The immediate value of news comes from its timeliness, but its long term value is in the commentary.

• Interactivity

Allowing readers to participate in the site's content through forums and live discussions makes them more loyal, because once they give their own opinion, they will keep coming back to see what others have to say.

• Multimedia

"You can do better journalism using the web. It's not just a different platform."

Sands gave examples of how database and video journalism have been used to increase the value of the news.

By using specialized applications, such as one that allows them to "test" a proposed tax change to see if it would benefit them, the publication can help readers make more informed choices.

He also talked about innovations like sound slides, which pair a brief audio clip with each picture in a slideshow. This adds a human touch and gives people a greater ability to tell their own stories.

"In the newspaper business, we've managed to piss off everyone.

Doing things like this helps win them back."

• Social Networking

When news publications ask readers for their content, Sands said, they're competing with popular sites like Facebook and Flickr.

The challenge they face is to avoid becoming a "cul de sac" on the information highway, and give people a reason to want to post their pictures and opinions on that particular site.

• Transparency

To build trust with readers, Sands advocates breaking down the wall that conceals how stories are chosen.

Different forms of disclosure he has used include an "upcoming editorials" section that allows readers to discuss story topics before the stories come out, audio that explains how interesting photographs were taken, and a "Daily Briefing" section that tells readers what was discussed at the publication's morning meeting.

Why Spokane?

Why is it the small papers who innovate first, rather than the ones with more resources and a national audience? To Sands, the answer comes down to "nimbleness." Small papers can more easily make big changes, because everything in their operations is on a more manageable scale.

The Future of Citizen Journalism...

One student voiced a question that crosses many people's minds when they think of the array of blogs and editorials and "infotainment" style multimedia populating the web today.

If anyone can publish their own version of the news...

Who is responsible for keeping it accurate?

Sands predicted that in the future, it will be editors and aggregators that confer legitimacy to the best citizen media. Even as it becomes easier for individuals to get their opinions out there to be heard, the sheer volume of options for readers will become more and more difficult for the average reader to manage.

By sifting through these options and trying to find the best and most responsible writers, aggregators and editors will help guide the audience to the citizen journalists doing the most valuable work.

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