In remarks for the College Media Association conference in New York on March 13, Associated Press Vice President Lou Ferrara issued a wake-up call for sports reporters.

He said traditional sports journalism is changing, that game coverage is waning and that general news coverage is what the AP and others need now. Ferrara joined us in a Poynter careers chat at 2 p.m. ET Wednesday to map out the needs.

Ferrara helps the AP orchestrate coverage of big-time sports events like the 2014 Winter Olympics in Sochi and he has some very specific tips about how sports journalists can get ready for the craft's future needs.

A replay of the chat is below.

Visit to find an archive of all past chats.