![]() ![]() That means blogging, using social media, and-you may shudder to think of it-promoting your brand. ![]() If you don’t consciously cultivate your brand, it won’t take root in the new media age. Being an expert in your field is a requirement for a robust personal brand, but not the only one. Sooner or later that will change, but whether most of the journalists who have the experience to take advantage of the trend will actually do so is an open question. My sense is that most B2B journos are largely unaware of the trend, or largely unwilling to hop onto it. Mathew Ingram’s recounting today of blogger Nate Silver’s leap from the New York Times into the welcoming arms of ESPN underscores a trend B2B journalists and editors ignore at their peril.įor the moment at least, editorial personal brands are growing more powerful primarily-or most obviously-in big media. Politico’s version of the negotiations describes how NYT executive editor Jill Abramson and Washington bureau chief David Leonhardt fought hard to keep Silver at the paper because they saw his “brand within a brand as a wave of the future,” ![]()
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