Do Journalists Need to Be Brands?

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

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’…