- As layoffs rock media industry, those who have left journalism speak out
- Sherwood inks distribution deal with Platformer
What media layoffs mean for brand publishing
Across media organizations including the LA Times, Business Insider, and Sports Illustrated, layoffs were in the offing, while journalists walked off the job at the New York Daily News to protest cuts. For many who are now figuring out what comes next, the week brought new perspectives from the corner of the content world staffed by former journalists now working for non-media organizations.
One former journalist wrote: “I want to say the quiet part out loud: it’s also okay to leave the industry,” and went on to say that roles outside the journalism have opened up new parts of their brand. Former journalist Doug Quenqua wrote that when he gave up journalism to produce content for brands full-time, “you accept your days of meaningful writing are probably over.” But, he found that that wasn’t necessarily the case, he said, and depending on the companies he worked for, found that he was able to still write quality content.
A third former editor who was laid off from a journalism role last year and who now works at a major tech brand said under condition of anonymity that he’s been “energized” by the opportunity to continue to create “journalism-adjacent content without the headaches and stressors of wondering if I’m going to make my next car payment on time.”
The big picture: Brands are a top destination for many former journalists and editors, according to new research. The Talent Fairy, a recruiting company, surveyed 268 people who worked in content in October last year.
There’s a lot going for journalists when it comes to getting hired by brands. Research conducted by Toolkits and the National Research Group in October found that 43% of consumers say they trust brand content more when it’s created by journalists. At the same time, as we reported last year, editorial staffers from traditional media backgrounds also have to grapple with new goals, expectations and dynamics when they go to work for brands.
As the Times reported in a story covering the layoff news, loss of trust is news is also making matters worse. Only 19 percent of Americans described their trust in journalists as “high” or “very high” in a Gallup survey released last week, down nine points from four years ago. And Toolkits research in October found that one-third of consumers trust content published by brands more than traditional media organizations.
The bottom line: As cost-cutting inside media organizations looks like it will continue, brand publishing may present an opportunity for some.
Sherwood inks deal with Platformer
Sherwood Media, the media subsidiary owned by stock trading app Robinhood, will now run select articles from Platformer, the newsletter founded by journalist Casey Newton, formerly of Vox. The articles will run on the soon-to-be-launched Sherwood site and on its Snacks Newsletter, reports Semafor. Snacks currently has over 40 million subscribers, per a company rep. “I love what they’re building at Sherwood. It’s really exciting to have a chance to work with Josh again, and we can’t wait to share Platformer with the huge Snacks audience,” Newton said in a statement to Semafor.
Tables have turned: Syndication is fast becoming a popular tactic for brand publishers hunting for growth, but this is a fascinating reversal of the trend. Snacks’ subscriber base dwarfs Plaformer, which has 170,000 readers.
The promise of predictive audiences [Sponsored]
The death of the third-party cookie is finally upon us. By the end of 2024, Google Chrome will have closed ranks with Safari and Firefox to eliminate third-party cookies, ending years of speculation and anticipation.
The impact of this development is hard to overstate. The digital advertising industry has been dependent on third-party cookies for audience targeting since its inception, and despite years of advance notice, only 8% of marketers say they are” fully prepared” for the departure of third-party cookies. With billions of dollars at stake, the entire marketing industry is asking: What do we do now? For many, the answer may lie with predictive audiences.