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Politico, Burson-Marsteller Discuss the Future of Journalism

In a perfect world, would the answer to the question “What does the future of journalism look like?” include the word “Politico?”

We’re not sure as we don’t live in a perfect world. But this related conversation between King of Poli-Blogs Mike Allen, Burson-Marsteller’s Worldwide Chair/CEO Don Baer and Alan Murray of the Pew Research Center is still interesting, particularly in the wake of White House “TV Whisperer” Dag Vega’s move from politics to corporate PR. A couple of key quotes from Baer:

“The vast majority of journalists and news organizations still think of themselves as content producers…I think you’ve got to turn that upside down and say ‘what service am I providing you, the reader?’”

And Murray:

“Being provocative to the point of being hostile gets you noticed.”

While we certainly don’t disagree with Murray, we have to wonder whether this is really a good thing (if it means Kara Swisher being bolder in her reporting, then yes. If it means more hyper-partisan op-eds, then no). And if you speculated as to whether political coverage would, in general, grow more or less partisan in coming years, this interview serves as an unfortunately definitive “yes.”

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