When major Australian newspaper publisher Fairfax Media announced it was cutting 120 frontline reporter jobs last week, it sparked a mass walkout from the newsroom.

Fairfax is not alone. Around the world, newspapers are dying as they struggle to keep up with technology. The business model is broken.

As reporting jobs are cut, highly skilled writers are being released into the market. In this week’s Brand Newsroom, James, Sarah and Nic ask: could traditional media’s loss be marketing’s gain?

Here are some key take-outs:

  •  There are plenty of journalists out there wondering what they will do next. Employ them.
  • Quit thinking about how to get your brand mentioned in the media and become the media instead.

“The power has shifted. I don’t think a lot of news publications — TV, print and radio — are thinking about it this way, but the brands now have all the power. There’s nobody left in these newsrooms. The editors are still gatekeepers but they’re going to be really motivated to open that gate a lot more often because there’s nobody to write the news for them.” — Sarah

  •  Build your own audience and people (including the media) will come to you.
  • Poorly staffed newsrooms mean traditional media is hungry for publication-ready content. Create it.

“If you can tell your story well and present it in a way that the journo doesn’t have to do a lot of work at the other end, you’ve got some big, big opportunities there.” — Nic

  •  Set up your own publications. Pick one medium (maybe a print publication, a website or a podcast) and own that space. Be the subject matter experts.
  • Get your framework right. Get some experts in to help you get started.

“Talk to people who do know how to put a framework in place. Get that up-and-running from the start before you try to do anything.” — James

Here are the links you might need

Have you heard the one about…

Recently James and Sarah took a close look at how to get more mileage out of your press release.

And here’s a discussion about the difference between “news” and “newsworthy”.

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Sales and marketing are meant to be on the same team, so why are they so often at war?

One level, it’s completely understandable. The two departments have different goals and missions. Sales is tasked with closing business ­— getting people in and getting them to sign on the dotted line. Marketing on the other hand tries to help attract customers to the organisation. It gives them differing worldviews and different ideas about what is important. It’s that kind of friction that causes conflict.

Sarah Mitchell says sales and marketing are factional groups who often not only don’t understand each other but don’t respect each other either.

“Sales and marketing are usually at odds with each other, if not at full-blown war against each other,” Sarah says.

So, how do you get them on the same page? Is it possible to get your sales and marketing teams working together? In this week’s Brand Newsroom, Sarah, James Lush and Nic Hayes suggest that it is. But how do you achieve such glorious harmony?

The Brand Newsroom team has some tips to help get everyone on the same page. It all starts with getting everyone in the same room and helping each team understand the other’s pressures and purpose.

Sarah says marketing needs to get to the bottom of what the sales team “are hearing when they’re going out there and hearing ‘no, no, no’ from the customer”.

“If you’re delivering something — a podcast or video or case studies — that doesn’t help them close business then I think as marketers we’re not doing our job,” Sarah says.