Journalism's Most Wanted by ProQuest

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									MICHELLE MANAFY
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                                                                       such as Johnson & Johnson’s BabyCenter.com. Fine also turns a
                                                                       critical eye to Abrams Research, which he says, “aims to help


Journalism’s                                                           companies suss out winning corporate and media strategies … with
                                                                       a panel of compensated experts.” Where Fine finds folly is in
                                                                       Abram’s practice of using practicing journalists—a potential conflict.


Most Wanted                                                                It certainly isn’t new for journalists to cross over into marketing
                                                                       in order to—let’s face it—make more money. And as more
                                                                       companies wisely develop proactive content strategies, employing
                                                                       journalists to guide these efforts makes sense. Right now, though,
                                                                       the only group that rivals my journalist buddies in unemployment
         he problem facing American journalism is not                  rates are my marketing and PR pals, so I’m not anticipating a mass

t        fundamentally an audience problem or a credibility
         problem. It is a revenue problem—the decoupling … of
advertising from news.” This quote is taken from the sixth edition
                                                                       migration anytime soon.
                                                                           I’m also not sure that—in a world filled with myriad news that
                                                                       comes directly from sellers, customers, or anyone—there isn’t still
of Pew Research Center’s “State of the News Media” report. The         life left in thoughtful, balanced (dare I say it) professional content
good news is that professionally created content is not inherently     creation. In fact, the Pew study finds that “The old media have
less valuable. The bad news is that it has become unhinged from        held onto their audience even as consumers migrate online.”
any viable means of support.                                           Venerable brands maintain credibility online or off.
    The collapse of the media is generating much fallout, including        Yet, as Pew reports, it’s “all but settled that advertising
scores of unemployed journalists. A related Pew article on             revenue—the model that financed journalism for the last
entrepreneurial journalism, “New Ventures,” looks at how some          century—will be inadequate to do so in this one.” Pew notes that
former “mainstream” journalists are launching alternative news         “audiences now consume news in new ways. They hunt and
sites to provide “original reporting meant to fill what they see as    gather what they want when they want it, use search to comb
an
								
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