The Church-State Divide in Newsrooms: How Journalists Fail to Understand Monetization

Many journalists today have little to no understanding of how their work is monetized. This gap between the journalistic and commercial sides of newsrooms can impact the integrity of their work and the overall success of their publications.

Monetization and Journalism in Newsrooms

As a tech journalist turned editor before launching my own publishing venture, I can personally attest to the fact that it took me two years of grueling mistakes to truly understand the difference between journalism and publishing. Even journalists working on sites like BuzzFeed, which are primarily measured by pageviews, often lack a deep understanding of the monetization process. Monetization, in essence, is about knowing how to measure and pitch the value of the content created, a crucial skill that many journos fail to grasp.

Historical Context and Editorial Responsibility

Traditionally, top editors had a keen sense of promoting their publications' content to the financial stakeholders. This skill involved knowing where to draw the line between journalism and commercial considerations to maintain the integrity and reputation of the publication. Managing this delicate balance is crucial for the long-term success of any media outlet.

Despite this historical context, there is often a disconnect between what journalists do and how they are paid. Many journalists are privy to the fact that their newsroom is commercial and that their work has financial implications, but few fully understand the intricacies of how their stories are turned into revenue.

The Role of Curiosity and Information Access in Journalistic Understanding

I disagree with the assertion that journalists are not curious and do not care about understanding the business of media. In general, journalists are well-read and inquisitive individuals who are always seeking to expand their knowledge. However, when it comes to understanding the business side of their work, journalists often lack the necessary information or the channels to ask probing questions.

There is rarely a dedicated beat within traditional media to cover the business of media. Topics such as ad rates, audience size, and market analysis are often left to the trade press, where the information is more openly available to both marketers and journalists with an interest in the subject.

The Role of Trade Press in Monetization Understanding

The trade press excels at covering the business of media. They provide a wealth of information on marketing strategies, advertising revenue, and audience metrics. This transparency allows journalists and marketers to make well-informed decisions about how to monetize content effectively.

Journalists working in newsrooms where there is no clear separation between editorial and commercial interests can benefit greatly from keeping an eye on the trade press. By understanding these business realities, journalists can advocate for better resources and support for their work and contribute more effectively to the success of their publications.

Conclusion

The church-state divide in newsrooms, where journalists and editorial teams are often disconnected from the business side of their work, poses a significant challenge for the modern media landscape. Understanding monetization is not just about financial gain; it is also about maintaining the integrity of journalism and ensuring that media outlets remain sustainable in the long term.

For young journalists entering the industry, it is highly beneficial to familiarize themselves with the business of media. By doing so, they can better understand the value of their work and contribute more effectively to the success of their publications. This knowledge can also serve as a powerful tool in advocating for better resources and support within their organizations.

Ultimately, a clear understanding of monetization can enhance the quality and impact of journalism, ensuring that the work of journalists is valued and supported in a sustainable manner.