Five Reasons Every Journalist Should Be Fired (Me Included)
In case you didn’t notice, the media industry is in the throes of a revolution. At the forefront of this you’ll find journalists, and many of them are just as resistant to change as the organisations that employ them.
1. Shit’s changing and we’re not
About two years ago I got really bored with journalism (and publishing). It was all so stable. “Oh print is dead, online is growing… blah blah blah”. I’d been hearing it since 1999, but nothing really happened.
We repurposed a few print stories for online, wrote more news to feed a newsletter (and then unwittingly lied about its open rate to clients – many still do). We did a few website redesigns, cut some magazine frequency and most recently minced around with social media. But let’s be honest, it was all fairly uneventful.
As journalists we worked on our production lines, banging out the same shit we’ve been banging out for years. We weren’t crafting by hand anymore, we were assembling like a bunch of robots you’d see in a car factory.
As journalists we now stand at a crossroads. But we do have options. We can continue down the same path we’ve long trodden and gradually be downsized to obscurity. We can turn right and move to a competitor (but let’s face it, they’re fucked too). Or turn left and adapt (massively). Not many of us are turning left at the moment.
Normally this is the point when a red-faced hack waves a finger at “the bumbling layers of management” bemoaning their lack of investment. This is swiftly followed by the same journalists declaring they have zero desire to understand the commercial world (the forces of which pay their salaries), because of the ultimate trump card – editorial integrity.
Problem is, no one gives a toss about editorial integrity anymore and those that do (a few readers here and there) by and large don’t pay anything for it… so they don’t truly value it.
In short, old school journalism rules don’t apply anymore. And our industry is full of old school journalists.
2. Words are the least important part of journalism
Most journalists think their role starts and ends at the keyboard. Many don’t write headlines, and if they do, they’re normally shit, especially for online. Our abstracts give away the story (because we’re great journalists and apply the inverted pyramid, which does nothing but kill click rates on newsletters). Oh and we couldn’t choose a decent image if a kitten’s life depended on it. Nor do we give a toss about the most important aspect of journalism… design.
The Huffington Post and BuzzFeed now regularly outperform trusted and traditional news sources like USA Today and The New York Times. You have to ask yourself, “Why is that?” [Hint: it’s because they write great headlines, think about imagery first and listen to their readers].
Us journos have to get out of our boxes and start mixing it up. We’re connected to our audience in a way that is incredible… we just let traditional habits prevent us from being better than we currently are.
3. I’m a social retard
And so are you.
To be honest, I wish we were back in the late ‘70s rocking nothing but print magazines with a new state of the art colour printing press and a ready supply of mind-bending drugs. Sadly we’re inundated with social media feeds that generate dysfunctional communities faster than council estate housings.
Everything we do must have a social agenda. Is the story sharable? What image are we going to use? How do we sell it on Twitter versus Facebook?
I don’t have Twitter. Facebook creeps me out and LinkedIn is the domain of middle-aged corporate types flexing their flabby jargon arms.
But that’s where our readers reside and we’re not very good at hanging out with them. Our grandiose ideals of journalism don’t sit well beside cat videos, selfies and the kind of mumbo jumbo that reverberates between the boardroom and people’s profiles on LinkedIn.
But the fact is, these networks are now premium channels into our readers’ lives. They provide insights and if we use the right tech, we’ll gain valuable data that we can commercialise and editorialise back into our mastheads.
4. We don’t listen, we berate
After the Boston Bombing there was an outpouring of emotion and grief. Every news outlet reported on the horrors of the terrorist attack, but BuzzFeed went further. Yeah, they reported on the dismembered bodies and eerie images of empty streets, but they also listened to the community and wrote a story called “21 pictures that will restore your faith in humanity”.
It was a list (because that’s all BuzzFeed does, right?) of things that good people are doing to make the world a better place. Some were kind of pathetic like a bloke rescuing a sheep…
…and some were truly remarkable, like the 200 Japanese pensioners who volunteered to clean Fukishma following the nuclear disaster so youthful workers didn’t have to be exposed to radiation.
Traffic went through the roof, people shared the story all over the world and it was one of their highest rating pieces of 2013.
The audience didn’t want all the coverage to be doom and gloom, they needed something to make them feel positive. BuzzFeed didn’t do reader research to work this out; instead a really savvy journalist paired audience sentiment with reporting intelligence and made a lateral decision.
We can do that on our mastheads too… but we often don’t.
5. Journalists make the best sales people
I’m not saying you need to don a cheap pinstripe suit and smarm your way into the land of 7% commission, but journalists know every nook and cranny of their masthead. You know why we use certain colours, what motivates the reader and the reason every story your brand produces gets run. You also have pride in your title and fight objections better than all but the most sophisticated sales reps. You can even talk in a manner that makes people see value in your work.
It’s a shame that some of the publications’ best assets refuse to help the masthead make money. If you don’t start becoming commercially minded there’ll be no masthead left to pay your salary.
You can walk an editorial line and work with a sales team to deliver revenue but you are choosing not to and that’s the worst crime of all.
The truth is though, the world is changing, and journalists haven’t. But change is possible and right now feels like the most exciting time to be a journalist that I’ve ever known. It’s the Wild West and we’re on a frontier. We get to define what our jobs are, how our mastheads will look, what they will read like, who we interact with and tell our clients how to do it.
For the first time in years, the journalists are at the centre of the storm. The good ones will control that storm, obliterate our rivals and dance around naked while no one is looking.
PS. I could have called this piece “5 Reasons why journalists are the most important thing in media”, but I doubt you would have read it.
Don’t know Dan Uglow? He’s the editorial director for travel & media at Cirrus Media, the publisher of B&T.
Please login with linkedin to comment
BMF Burlington socks dark humour Gareth Cooper Herald Sun Host media agency RTB SpinachLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.