Tag Archives: content marketing

new labor and new journalism

A fascinating find is going around on tumblr as a response to Nate Thayer’s justified takedown of the exploitative and exclusionary world of journalism. My mother quit journalism when she started to sense it was turning into something less of a public service and vital part of civil life and more of a money-making venture. For sure, someone has always made good money off of journalism, whether it’s a state run or a private venture, but journalists were paid as well. Now that the great labor squeeze has hit the papers, seasoned journalists like Nate Thayer, who does great work and has for many years, are suddenly competing with young upstarts who are willing to do the work for free, or perhaps re-purpose someone else’s. While the pros might accuse the new kids of engaging in scab behavior – they are in a way – both are exploited and both end up losing out in the end. Even the publications that come out in support for Nate admit they publish work they got for free and employ part-time temps (like myself).

As more professional journalists find their living in new concepts like “content marketing” (the magazine I temp for has recently added three to the roster) and more are willing to write for less, the quality of journalism degrades and the democratizing promises of the internet instead further pools the power and income at the top – where it has always gone – while culling smaller and more diverse magazines and newspapers.  The message gets more reverberation, and the origin of the content becomes more obfuscated. Mix that around with some pay-for-play schemes at already established papers, and our version of truth becomes more watered down, more unknowable.

Meanwhile, labor is further fractured and sent scrambling for crumbs. Few who are not endowed with a trust fund paycheck can afford to go do the legwork needed to really dig into a story. What is journalistic integrity? Even the piece that Nate Thayer was arguing about with The Atlantic was originally sold to NKNews, a news site on North Korea that is incredibly opaque itself (the editor board is not listed, nor their source of income) and has possible links to LiNK, a non profit dedicated to introducing “Liberty” to North Korea, among other organizations based in Washington D.C.

It seems I got a little sidetracked. The link I quoted at the beginning is a story from 1999 exploring the new labor economy based on the internet, of which journalism is now part and parcel. Entitled “Why Your Fabulous Job Sucks” it sort of illustrates how this generation got duped into low paying jobs that have little to no chance of unionization for the promise of a “pick your own hours” kind of lifestyle. Of course, no one told us that if we don’t “pick” to work all of them, we get none of them. The promise of freelance – “be your own boss!” – becomes a struggle to undercut the unseen competition, even if that means writing for free.

I was offered journalism jobs when I was living in Palestine – all of them were for no pay and all of them promised me a great opportunity to get exposure and build a portfolio. I never took one of them, something I sometimes regret as I sit where I am. Yet – what would I have been buying into? It’s nice to think of yourself as the next Seymour Hersh, but if you ever want to make money by writing, you’re better off going into content marketing or shilling for the big boys more directly over twitter.

I write what I do for free because I feel I have to. Oh, and the “feed me” button is located here.

Grandpa, what is “content marketing”?

this is how deep the rabbit hole goes

The first and most important thing you need to understand about content marketing is that it is currently keeping the print medium alive. I don’t just mean news, I mean everything. This is the most important aspect even without knowing exactly what content marketing is, because it paints us a picture of how it all came to this.

“Disruptive innovation” is the industry buzzword for new cheap gadgets being pushed out of South Asian work camps that replace last year’s gadget everyone paid $500 for.  There is a broader, more longer view to be had though – for sure, print wasn’t in so much trouble until tablets and blogs came along. Now, consumers of Vogue or The Atlantic can quickly block all the ads ruining their experience. I once asked my mother to buy me a ladies’s magazine. She bought one, sat me down at the kitchen table, and proceeded to rip all the ads out of them. By the time she was done, only about 20 or so odd pages were left in the 200 page magazine. I’ve never bought a ladies’s magazine myself. And nowadays, others can push away the ads in favor of Adblock Plus or a quick click on their Kindle as well. What’s more, most magazines and newspapers sell their digital subscriptions at a discount – as if the paper is what you’re buying for the money, not what’s written on it. Meanwhile, people from my generation are more likely to visit their daily blogs for free rather than shell out $7 for the latest issue of the Economist.

This kind of shift in medium coupled with the new hyperdrive crisis circuit of capitalism has resulted in a fatal blow for print journalism. What is the result? Step into any office and the desperation is thick in the air. I watched the publisher stand with his head in his hands: “Where are we going to find a million dollars?”

The answer is content marketing. Gone are the days of full page ads next to content, gone are the days of “sponsored messages” that run next to content, gone even are the days of embedding our journalists with the troops. Now the money that print makes is no where near the content, it’s as far away from the masthead as possible – GM can go to *INSERT POPULAR PAPER* and pay them to start a blog on behalf of GM, using house journalists and house researchers, not to mention house support resources. They will promote this blog using all sorts of sinister search engines – you might not even know this blog is sponsored by GM. The paper can write white papers for government officials, all with house PhDs and former lawmakers, they can shmooze with the fat cats on K street and no one will ever know that it amounts to financial propaganda.

Of course, the print sector is quick to cover their ass and claim this is about integrity. They keep it from the masthead to reserve their integrity. Fair enough. But what about the resources, the writers? Lois Lane can’t contribute to the Monsanto blog and then very well publish a story in the masthead blasting Monsanto, can she? It’s backdoor blackmail – you want your integrity so bad? Well just make sure you don’t look like a hypocrite when you publish your 4000 word expose on how Monsanto is poisoning our lakes and streams worldwide. Instead of avoiding Monsanto’s new scandal because of a simple and clearly visible sponsor conflict, which might cause eyebrows to raise, Lois Lane’s day employer avoids honest reporting and it seems spontaneous, even legitimate.

What’s really shocking is the number of bloggers caught up in this game. While print journalism seems at the very least slightly uncomfortable using their good names and resources passed around as marketing contacts, bloggers are clambering to finally get paid for what they’ve been doing for free for years. With no fancy j-school credentials, they don’t even have the slightest twinge of regret. Thousands of easily reachable social influencers, I Mean Bloggers, lie in wait behind expensive marketing paywalls, ready to shill for whoever will pass them a hundred bucks. This is not to impugne on blogging, or bloggers for that matter. I take issue with a market where millions upon millions of us are generating content that is eventually capitalized and we never see a cent for. I take issue with the death of journalism and with the death of print. As wages continue their freefall, the only journalists left to be hired at major papers will be from rich families and probably married into these scandals anyway.