Kelner on Integration

Following the series of redundancies announced by the paper,the Independent's editor Simon Kelner gives an interview to Guardian Media this morning.

Whilst using the oppurtunity to set the record straight on some issues,the 49 year old leaves his most controversial comments for its future direction.Talking about technology he says

"We're happy not being pioneers, because it means we won't get shot in the back. Our approach has been - and will be for the near future - that we'll go about things more steadily, we're not going to rush headlong into massive investment."

He is particually scathing about some aspects of digital integration,especially the use of pod casts and video on newspaper sites.

I've never met anyone who ever listens to podcasts," When I saw in the Telegraph 'Get your podcast of Simon Heffer discussing David Cameron's latest policy announcement', I thought you've got to be joking! I'm not convinced that they're the future."

Whilst admitting that the paper's website needs to catch up with its rivals.And perhaps most importantly he tells that

I completely reject the idea that newspapers are on some sort of slippery slope. I feel a little bit like a lone voice, but talk about turkeys voting for Christmas! The way that people in newspapers are writing this industry off is scandalous. Part of every newspaper's marketing budgets should go on marketing newspapers [generically]. It's madness that we don't actually promote our own value and too many people within our own industry talk us down."