Disturbing Trend: Journalists with their Heads Stuck in the Brand
The New York Observer, a quirky newspaper that is often first to take note of social and other trends, this week has a story that should be a must read for anyone who is concerned about the future of America’s national media. The story focused on how reporters are increasingly trying to brand themselves and that even The New York Times – a newspaper that didn’t routinely give bylines to all its reporter until the 1970s – is falling into step with the trend.
Julia Allison could be said to represent the new class of brand-conscious “reporters”. This “dating” columnist for Time Out magazine and “editor-at-large” for the gossip rag Star, is quoted in The Observer piece rationalizing her own “brand me, baby!” ways:
“I looked around, and I saw that the people who were getting assignments and getting paid really nicely for it were names. They were brands,” said Ms. Allison. “All journalists are journeymen. You might have a PR team you work with at your magazine that’s taking care of the magazine, but who’s taking care of YOU? Ultimately, you’re replaceable if you’re not a brand.”
Once upon a time journalists pursued their craft because of a passion for truth, justice, and the American Way (or was that Superman?). Back then, the only way to get ahead in the business was to deliver great copy about great stories. If you wanted to see your name in lights, you probably couldn’t make a worse career choice than journalism, the few exceptions like Ed Morrow notwithstanding.
It’s heartening to know there are still a few reporters out there who haven’t lost sight about the true mission of journalism, and who understand and appreciate the responsibility and privileges that come with being part of the profession. One such reporter is Dan Popkey, a political columnist with the Idaho Statesman. His name is no doubt familiar to more than a few for his coverage of the Senator Larry Craig saga. Mr. Popkey recently spoke to Matthew Felling, co-editor of the CBSNews.com daily blog “Public Eye”. The resulting interview speaks for itself.