By ANDY SEIBERT
There was a time when the editorial side of the house couldn’t hear what was happening on the business side, and definitely couldn’t participate in custom content programs. If editorial worked on a program for a paying client, could that same journalist be impartial when it came time to create content for the main publication? Marketing needed to take a back seat so that reader service could be fulfilled through journalism.
The Chinese Wall between edit and business has always had varying degrees of thickness — reporting on a paint or lipstick color isn’t exactly breaking news — but now that the industry has renovated and put in glass portals, “jumping to the dark side” isn’t a phrase heard much anymore.
Brands have become publishers, and in the rush to create content, many journalists have been recruited to bring enlightenment to that side they once called dark. But does this strategy work for either party? If you want more ads, do you pluck out someone in creative at an agency and expect similar or better results in-house?
Scores of journalist now sit in a marketing or PR department and are staring down a funnel of processes and approvals they have never seen before. The pace of their content creation has been reduced to a snail’s pace. Some survive the in the new corporate environment, others miss being submerged with a team that share creative ideas and provide editorial inspiration.
Need a great ad? Hire a great ad agency. Need great content? Well, you get it.