Journalists as Marketers

The person who started the Poynter discussion on increasing frequency of visits to newspaper websites, Steve Yelvington, asked what needs to be done to get more readership. One of his posits:

“Maybe we need to cut news staffs and hire marketers so we can get people to read the news?”

In today’s world (indeed, also in the tabloid world), journalist and marketer are not necessarily two different skills. Someone who writes a front-page or teaser headline must be a marketer. Today’s journalism requires the flexibility to not only conceive the story from multiple story-telling techniques, but also in multiple displays -- headline-only link, RSS feed, and so on, whatever is needed to entice someone.

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