BNR 80: Is Journalism’s Demise Marketing’s Great Opportunity?

Mar 22, 2016
Brand Newsroom Marketing Podcast

When major Australian newspaper publisher Fairfax Media announced it was cutting 120 frontline reporter jobs last week, it sparked a mass walkout from the newsroom.

Fairfax is not alone. Around the world, newspapers are dying as they struggle to keep up with technology. The business model is broken.

As reporting jobs are cut, highly skilled writers are being released into the market. In this week’s Brand Newsroom, James, Sarah and Nic ask: could traditional media’s loss be marketing’s gain?

Here are some key take-outs:

“The power has shifted. I don’t think a lot of news publications — TV, print and radio — are thinking about it this way, but the brands now have all the power. There’s nobody left in these newsrooms. The editors are still gatekeepers but they’re going to be really motivated to open that gate a lot more often because there’s nobody to write the news for them.” — Sarah

“If you can tell your story well and present it in a way that the journo doesn’t have to do a lot of work at the other end, you’ve got some big, big opportunities there.” — Nic

“Talk to people who do know how to put a framework in place. Get that up-and-running from the start before you try to do anything.” — James

Here are the links you might need

Have you heard the one about…

Recently James and Sarah took a close look at how to get more mileage out of your press release.

And here’s a discussion about the difference between “news” and “newsworthy”.


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For more information about the show, visit the Brand Newsroom website, where you can join the Brand Newsroom Community and receive exclusive content and opportunities to meet James, Nic and Sarah.