Niall O’Malley talks to Claire Walker about joining Firefly in 2002 and his time organising press events and liaising with venues via fax. Whereas he believes these events (and faxing) are very much things of the past, Niall addresses a growing disenchantment with new media and the possibility of a swing back to traditional media. With the likes of Facebook, LinkedIn and Twitter going public, and having to find new revenue streams, Niall expects to see an increase in the amount of unsolicited content. With all this noise, he believes there will still be a need for clean, reliable, authoritative journalism.