Being a journalist-slash-marketer may seem like a paradox, but in today’s world, journalists must be marketers and marketers must be journalists.
Luckily, large newspapers like The New York Times are realizing this, as shown in an AdAge.com article about the Times‘ increased use of social media and two-way communication tools. In the article, the author writes USA Today, the Times and The Wall Street Journal are all still trying to grasp social media by asking itself following questions:
Should social media belong to a designated editor, to the whole staff or both?
Is a staff evangelist for social media ever finished with her work?
And what happens when the next big thing bubbles up?