Allowing a reporter to write for another publication or media outlet generally ranks pretty high on an editor’s list of Things Reporters Aren’t Allowed To Do.
While their reasoning is well-intended, I think it’s time to take another look at what those reasons are, and whether opportunities exist to capitalize on the new media landscape to benefit the news organization.
Here are three reasons why allowing reporters to write for other blogs may end up being beneficial:
Opportunity For Cross Promotion: With the emergence of blogs as legitimate news sources (from the days when blogs were generally looked down upon), there exist new opportunities to cross pollinate both content and content writers/producers across different platforms, in an effort to promote your own. By strategically placing writers with topic-relevant blogs as contributing writers or content producers, with by-line and link-back to the news organization’s primary website, the organization is getting additional exposure to potential new readership.
Potential Revenue Sharing: When a writer or content producer is allowed to produce content for other outlets, as a member of another news organization, the opportunity exists to enter into an ad revenue sharing relationship with the other outlets. If the relationship goes well, there may be opportunities to create an ad network between the publications.
Helps Reputation Building: Building trust among readers is vital. Today people get their news from more than one source. By putting writers in the position to be seen by readers both on the organization’s primary platform, and the platform of another outlet that covers a topic, the organization builds a reputation as being heavily entrenched in the field.
There are many more reasons why this would make sense, and also reasons why it wouldn’t.
If you have anything to add, please share your ideas in the comments.
Image credit: Annie Mole/flickr
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