Tomorrow's leaders are electronic readers

82% of the South African population use cellular phones; 23 million have internet access with these phones. This gives everyone access to any information they require. Freedom of speech is king. Protection of information has no place in the digital arena. The ANC Youth League (ANCYL) calling for the banning of Twitter shows an ignorance of this medium. The internet is infinite and free for those who have learned to use technology.

Changed audience

Conventional print is facing a changed audience; life has become immediate and electronic. We expect instant gratification. South Africa defines youth as 14-35 years old, and this constitutes 41% of our population.

Writers have to charm their audience through good storytelling in print and in electronic media. Keeping it simple is king. This audience won't buy a book or newspaper. It takes 45 seconds before they move along to a more exciting page, a more credible site or a writer with a new, well-written angle. Conventional publishing faces global competition with a simple click. PayPal is your friend as long as you have a bank account.

Conventional publishers want to play this new media game by the old rules. Old school publishing empires of yesterday are facing extinction if they don't change. They should be worried about the bottom line. The Kindle, iPad and smartphone has come to take it all away.

Adjust to meet the market

John Colanzi, author of Why authors should blog, says blogs have "revolutionised the publishing industry". Those who sit in ivory towers, largely protected by an aging academic circle, are fast approaching their sell-by-date. Innovators in the traditional houses recognise this. They are adjusting to meet the market's needs by choosing authors who know how to work the internet.

Facebook is your brand and Twitter your personality. Neither is available in a bookstore. The newsfeeds of choice scroll through screens and filter out unwanted information.

Traditional magazines, newspapers and publishers will say that it is not their fault when their industry falls apart. They will continue to bombard readers with gifts and hook advertisements. Any intelligent person knows this is archaic thinking.

The electronic age has come to stay. Businesses in the know are training their staff to communicate effectively in this world. Fortunately, it's a skill that can be taught.

My five top tips for electronic writers:

• Catch a reader's attention; the headline must be relevant to the article.
  
• Give the information as quickly as possible; don't pad the message with unnecessary words.
  
• Don't alienate or confuse readers with big words; small words and short sentences work best.
  
• Ensure credibility; your article must stand up to scrutiny.
  
• Satisfy your reader; if you don't readers will find someone who can.