Does Content Still Matter?
A candid conversation among publishers, agencies, marketers, and technology companies about whether and how the marriage between advertising and non-fiction content – a central support structure for marketers for almost 200 years – can be saved. Some think not: Asked about the future of journalism in the digital age, NPR media critic and Mediapost columnist Bob Garfield says, “We’re all fucked!”, while former Baltimore Sun police reporter David Simon, the creator of the HBO hit “The Wire,” agrees, saying, “We destroyed ourselves.” Yet digital native publishers like Buzzfeed, Huffington Post, and Vice are expanding coverage and breaking stories left, right and sideways. Is journalism dead, or is it healthier than ever? What are the essential characteristics of the “New New New Journalism,” and will advertisers support it?
Discussionistas: Jon Steinberg & Jonathan Perelman, Buzzfeed; Jann Martin Schwarz, LinkedIn; & Randall Rothenberg, IAB