Brian Fuller's blog on the media, marketing and content creation

Media workforce sinks to 15-year low

Posted on | February 19, 2008 | No Comments

I guess I’m the poster child for this transition. AdAge reports that people are bailing (or getting fired) from media work, while the ranks of marketing are rising.

Here’s the reason behind the disparity: Marketers still invest in marketing, but they have options far beyond paid media: digital initiatives, direct marketing, promotions and events, just to name a few. That creates more opportunities for consultants to help define strategies.

I think there’s an opportunity to create a new type of content-creation and that’s what I’m trying to do in my new gig. That doesn’t mean I don’t mourn the trend, though.

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No Responses to “Media workforce sinks to 15-year low”

  1. Loring Wirbel
    February 19th, 2008 @ 9:43 pm

    But what kind of B2B direct marketing job is available for the sullen journalist who says “everything sucks and we should all just die now”? Heretic pride, heretic pride.

  2. Greeley's Ghost
    February 20th, 2008 @ 11:18 am

    Well, think about where the growth is, even in publishing houses: custom publishing. Custom publishing is, in effect, a marketing pursuit. All the big companies do their own publishing, and they’re now getting savvier about it online. Part of what I do at B&O is help people think about these strategies and tactics.
    Is it publishing in the honorable sense of a free press and comforting the afflicted and afflicting the comfortable? Absolutely not. But it is publishing. And if you’re fortunate enough to hook up with a conscientious company (not always oxymoronic) that buys into the strategy, then it could be quite a rewarding form of publishing.

  3. Loring Wirbel
    February 20th, 2008 @ 11:23 am

    And that post was somewhat tongue-in-cheek, at the end of the day, all is advocacy and marketing.

  4. Ann Steffora Mutschler
    February 20th, 2008 @ 3:28 pm

    How depressing. I wish someone would just tell me what the publishing industry will look like in 5 years…sigh…

  5. wretch
    February 20th, 2008 @ 5:16 pm

    My observation from having been in PR is that a company can publish stuff — and that stuff might even be effective — but the reader still views the stuff as sales material, and people, when treated as consumers, eventually learn to tune out ads, no matter what form they come in.

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