Journalism programs working to stay current with industry practice often struggle to do so without forgoing traditional journalism skills and attributes. This longitudinal study involves content analysis of more than 1,800 jobs posted in either 2010 or 2015 by companies listed among the top 10 newspaper and broadcast journalism companies in the United States. The researchers found an increased demand for employee skills in social media and audience engagement, and a significant trend toward seeking candidates that exhibit web/multimedia skills, teamwork, and the ability to work under pressure and tight deadlines.