As technology changes the ways in which we all do business, the only limitations to adaptation are the ones that we place on ourselves.

You learn a lot about self-preservation when you play the tuba. It’s heavy. It’s rarely the instrument of choice among teenagers looking to sit with the popular kids in the cafeteria. And, quite frankly, there’s not much of a career path in place for tuba players. No one is paying money to see tuba virtuosos perform on stages around the world. There’s no Yo-Yo Ma of deep brass instruments receiving private audiences with the Pope. So, what is a passionate tuba player to do? You learn to do more.

Spud Hilton is the editor for the San Francisco Chronicle travel section. Twenty years ago, nearly 40 people held similar titles at newspapers around the U.S. Now, however, there are 12. Newspaper travel editors working are like tuba players. Amazingly, Hilton is both.

Hilton began his newspaper career at the Gridley Herald. A small town an hour’s drive north of Sacramento with an even smaller newspaper, Gridley, California, was the perfect place for Hilton to learn the trade. He wrote and edited his stories, supplied his own photos and learned to layout the content. If he had entered the industry in a larger town, he never would have had the opportunity to develop skills in so many facets of the industry.

In 1999, he arrived at the San Francisco Examiner (which later merged with the San Francisco Chronicle) and worked as a copy editor and page designer. Not one to be satisfied focusing on only one or even two tasks, he sought out writing opportunities in the travel section. He studied everything that the travel editor wrote and read while also observing people who knew more about the field than he did. Within four years, he was named deputy travel editor. Six years later, when his boss retired, he was promoted to travel editor.

Still, Hilton continued to seek out even more opportunities as the industry became unsettled.

“Success implies that the battle is done. It’s a daily battle, and sometimes I lose,” he says when asked about his strategy for success.

The world of information is evolving rapidly and newspapers are struggling. Hilton is keenly aware that he is one of only 12 full-time newspaper travel editors in the country. It’s a statistic that he quotes often when speaking in public. 

Yet, he is not mourning these events; he is adapting.

“There’s a danger in being a jack of all trades and a master of none, but there’s also a danger in being an expert in something that no one needs,” he says.

He started a blog for the Chronicle’s travel section that takes full advantage of the casual tone and rapid pace of the Web. His voice lends itself perfectly to the snarky side of the Internet, while his expertise allows him to stand out among the noise.

As he sees it, we should all be “doing a good job in a very specific niche. Be one of the best in that field, and make sure people know it.” While he might know how to edit, design layout, take photos and, of course, write, he’s chosen to make storytelling his niche.

“I’m no Steinbeck,” he remarks about his own writing abilities, “but I know how to tell a story.”

Hilton recognized that he needed to evolve the moment senior newspaper staffers were offered buyouts and other papers were going out of business. He realized quickly that the medium was changing and that, if he didn’t acquire the skills to adapt, he’d be left behind as the industry moved forward.

“I was going to need another job somewhere down the line,” he said.

With that in mind, he embraced, rather than resented, new media.

While print struggles, storytelling is adapting to the online world. Hilton has begun posting videos on his blog. Of course, he shoots and edits them himself, because that’s how he’s done things since his time in Gridley. The medium is different, but the goal of storytelling remains the same. At travel blogger conferences, he also teaches narrative writing to aspiring journalists half his age and who possess far more expertise in all things social media.

This is not to say that he’s tossing aside his obligations as the travel editor at the San Francisco Chronicle. He’s a one-man department that delivers a broad range of content every Sunday. Utilizing freelance writers from diverse backgrounds—many of whom he’s taught at workshops and conferences—his section takes on a lighter tone than other urban newspapers. He’s particularly proud of the fact that many of his writers had no print experience prior to being published in his section. Bloggers—the very people vilified by other stalwarts of old-school media—have surprised Hilton with their ability to tell stories that translate well to newspaper. He’s in a position to help them while also preserving the newspaper industry.

He still views himself as an “old school print guy who has embraced whatever’s next.” In the new world of journalism, it’s about doing it all yourself—a challenge meeting professionals are increasingly facing. Every blogger is a writer, photographer, videographer, editor and spokesperson. Hilton, however, was doing that 22 years ago.

Now, readers want to know the face behind the page. Hilton is naturally boisterous, but “was not raised to shamelessly promote.” It’s much easier for him to seek attention for his craft than for himself.

“It’s not just self-preservation but great storytelling preservation,” he says.

It’s that distinction—the transparency with which he promotes his niche rather than just himself—that he believes has lead people to respect his work whether it’s printed on paper, on his blog or, yes, even on Twitter.

“People recognize when you’re doing a good job,” he says.

Over the years, Hilton has learned there are certain skills that see their way through. The world will continue to change and industries can modernize or collapse, but knowledge and expertise will continue to be valuable to those who position themselves soundly to evolve in their fields. Adaptation requires people to diversify themselves, expand their skills and promote their abilities. It also necessitates putting yourself in the position to be recognized and utilized.

“You can’t use your strategy if you’re not in the right place,” he says. 

As for his tuba playing, Hilton adapted in that arena, as well. His father was already the tuba player in the early New Orleans traditional jazz band that Hilton joined at age 15. So, the younger Hilton started playing cornet. By 17, he was the frontman of the ensemble, introducing their songs and the other group members. Today, he’s still the youngest member of the band by several decades, performs regularly and entertains a fan base significantly older than the one that listens to him speak at blogger conferences. 

Whether his audience’s idea of mobile technology is a smartphone or a bracelet that calls for help when the user falls down, Hilton’s message resonates because it’s true. Anyone can adapt if they are willing to embrace new ideas and seize opportunities. 

Quality does not have an expiration date. Regardless the era, people will respect good work and strong ideas. As technology changes the ways in which we do business, the only limitations to adaptation are the ones that we place on ourselves. 

“Creativity is not reliant on age, because it doesn’t matter what age you are if you are open to ideas,” Hilton says. “People get more concerned with the medium rather than the big picture.”

Those tuba players are a hearty breed. One+

TAGS: One+ September 2011 , technology , future of meetings , San