While keywords like content creation and native advertising have attracted a tremendous amount of attention in 2013 fascinating to read the story in The Guardian this weekend which detailed the turnaround of Forbes Media as orchestrated by Lewis DVorkin. He is one of the few openly succeeding in mainstream media by challenging the old hierarchy and succeeding at it.
DVorkin is described as “unlikely potential saviour for the newspaper industry”, and has created a system where there is now “advertising-supported journalism.” With the increase of blogs and self-created content, the world of traditional journalism has changed completely – and Forbes.com has seen traffic double in the last 30 months, in an industry which has seen Newsweek stop publishing regularly.
Media simply needs to figure out how to be profitable in an era where everyone is in the business of content creation – and it ain’t easy. All of us in marketing are in the business of telling stories – as are media outlets.
In the year 2013, as Dvorkin says “quality writing can attract big audiences globally.” Journalists need to stop clinging to the notion they are the only authentic verifiers of truth. “Journalists believe they are the protectors of the audience. There are great skills that journalists bring to the game, whether or not this is on forbes.com, but there are also the skills of experts.”
And all of us in Public Relations can similarly self-create content which reaches audiences, ranks on Google and does so much for spreading messages. Congratulations and wishing continued success to Mr. Lewis Dvorkin who is clearly a maverick who is succeeding.
Ronn Torossian
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