How to Fix Extension: Part VIII

I just read this alarming blog post by Greg Hutchins, Associate Vice Chancellor of the University of Wisconsin-Extension.  He calls for Extension to stop ignoring the public's appetite for all things digital; to stop discounting the different ways future consumers will be expecting to get information; and to stop expecting Extension budgets to remain stable.

I know, I know, while this call to action sounds completely outrageous, Greg does a superb job explaining that, "content is not enough," and how Extension must pursue new strategies for growing its audience...which requires a "digital first" philosophy.
  

Greg points out that, "The New York Times, the third largest newspaper in the U.S., has experienced a decline in subscriber numbers in recent years – a common trend in print media." 

While Extension has a different mission than The New York Times and other content providers, the comparison is appropriate because we both need the eyeballs of users/readers/clients to consume (and utilize) our content -- face-to-face and especially online. It's eyeballs that determine relevancy and attract funding in the private as well as public sector. 

A digital makover for Extension is critical...and it starts with hiring a new generation of professionals who think and act digitally. We need people who won't make excuses about using technology; people who will seek and adapt new technologies to work smarter, not harder. 

While not everyone is connected at this very moment, we'll all be in the near future. 'Connected' is where everything is headed and if we don't "skate to where the puck will be" then we'll continue to see Extension shrink into obscurity.

I want to know about your ideas and what you are doing to think digital first. Please comment below or find me on  twitter and lets share. I want to fix Extension (#FixExt) together.