Why journalists should care more about media business models

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[Commentary] Too few journalists care about media business models. Every week a senior journalist or editor tells me: it’s not my job to care, I trust our commercial teams, I just want to get on and do my words. The business of media, it seems, is none of their business. Editorial culture’s aversion to commercial affairs results from fallacious thinking about Chinese walls: Since editorial content must be protected from advertisers’ influence, journalists must protect themselves from anything commercial. Sometimes it also results from misplaced snobbery: commercial activities may enable my good work, but they are also, somehow, dirty.

This isn’t a new problem, but as more business models emerge, and the number of revenue streams at any one business expands, it has become more important than ever for journalists to care about, understand and influence commercial strategy. Yet there’s been little culture change across the industry. If you’re a journalist and you want to understand and readily navigate changes in your role or organisation’s objectives, you should look to understand the broader business challenges the organisation is navigating. If you’re a journalist and you’re looking to progress your career, not only will understanding media business issues allow you to dodge bullets and find better opportunities, but you’ll also become a much more attractive candidate for your knowledge and interest.


Why journalists should care more about media business models