Do Journalists Need to Be Brands?

Trick question. You already are one, whether you want to be or not.

Elizabeth Spiers
9 min readMar 6, 2022

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This paper is a brand, but so is that guy in the suit.

This week’s intra-mural media kerfluffle revolves around backlash to the idea that journalists need to be brands themselves — apart from the institutions they work for. It was precipitated by an article in Insider about The New York Times and retention problems potentially caused by the Times

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Elizabeth Spiers

Writer, NYU j-school prof, political commentator, digital strategist, ex-editor in chief of The New York Observer, founding editor of Gawker