75 percent of journalists say that they use Twitter to build their own brand

In what other industry are employees busy building themselves as stars that shine brighter than the company that pays their wages?  In what other industry would that even be acceptable?

Yet the old media continue to fail as they don’t grasp what they need to do.  Weighed down by the need to keep a legacy newspaper going, they are hamstrung against new media platforms.


Can you see how this drives the decline of traditional newspaper subscribers?  The need to turn their work into shareable clickbait simply doesn’t cater for people who have a roll of paper delivered to their letterbox.   And they haven’t got the resources or the nous to run different stories for the print and on-line versions. 


And while they are building a personal brand, how does this benefit the company they work for?  They are getting paid to pander to their fan-base for self gratification and personal brand building.   Why do their employers see value in that?  Any loyalty that is built will disappear from that media organisation when the Journo no longer works “for” them.


News isn’t dead at all.  But is is different, and it is no longer served by the newsrooms of old.  The next decade will see a virtual bloodbath as news moves online, advertisers are unwilling to join at the same investment rates as they did in the paper, their customers don’t want to pay for accessing it, and they are increasingly turned off by paid-for “native advertising”.

I’m excited by the future of news generation and delivery.   It will be one where there are no prima donna journalists pandering to their own brand on the back of their employers’ salaries.  It will be lean and responsive as I don’t have a huge number of buildings full of mechanical and biological dinosaurs to F eed.


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As much at home writing editorials as being the subject of them, Cam has won awards, including the Canon Media Award for his work on the Len Brown/Bevan Chuang story. When he’s not creating the news, he tends to be in it, with protagonists using the courts, media and social media to deliver financial as well as death threats.

They say that news is something that someone, somewhere, wants kept quiet. Cam Slater doesn’t do quiet and, as a result, he is a polarising, controversial but highly effective journalist who takes no prisoners.

He is fearless in his pursuit of a story.

Love him or loathe him, you can’t ignore him.

To read Cam’s previous articles click on his name in blue.