ΤΕΛΟΣ ΤΗΣ ΔΗΜΟΣΙΟΓΡΑΦΙΑΣ;

             The End of Journalism as Usual

‘To maximize a news organization’s social capital and marketability, its journalism today must be transparent, authentic and collaborative.’

By Mark Briggs

There’s the philosophical riddle about the tree falling in a forest when no one is around. Does it make a sound? Now try this twist: If a journalist has a story, but there is no market for the news, is it worth doing?

The business model for journalism is crumbling. So an informed discussion of journalism today must include an awareness of new business models and marketability.

Can marketing save journalism? It’s a heretical question for some to consider, I’m sure, since journalists have long valued their practice as more “pure” than marketing and public relations. But these seemingly disparate forms of communication are melding together, and journalism can benefit from integrating new marketing strategies and tactics.

http://www.nieman.harvard.edu/reportsitem.aspx?id=100689