If you want good branded content, get the editorial staff to do it

jackie maxted

In this guest post, website publisher Jackie Maxted argues that journalists shouldn’t just create good content, they should deliver commercial benefit too.

We all know the story by now; traditional media is crumbling. Paywalls are being hoisted as scores of journalists are being shown the door. Teams of citizen reporters with cheap smartphones roam the streets catching the news as it happens, circumnavigating traditional media and causing advertisers to run scared.

But in reality is this supposed media apocalypse really going to happen? Is the public’s appetite for news and entertainment going to disappear alongside journalist’s expense accounts overnight? Probably not, in fact in real terms publishing as an industry has never been bigger.

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