Chicago—Rance Crain, president-editorial director of Crain Communications Inc., discussed how business journalists need to become "marketers" in his keynote address Thursday at the American Society of Business Publication Editors National Editorial Conference.
Crain, who is also editor-in-chief of Advertising Age, the sister publication of BtoB, said that in this multimedia age editors and reporters must expand their journalistic skills to include a focus on delivering readers what they want and what they need in a variety of formats, including print, online, face-to-face events and video. He pointed to Dow Jones & Co. as a journalistic enterprise that was doing an exceptional job of integrating news delivery across a variety of media.
"This is a great time for editors who don't look at the digital divide with fear and trepidation," Crain said. He added that the new world of convergence will require a more direct interaction of editorial staffers with the sales and circulation departments.
Crain emphasized that this new and complex interaction didn't mean that the "Chinese wall" between the editorial and the business side of the house had been toppled, but he did acknowledge that editors would need "courage" and "honesty" to keep the wall in place.