Gene Weingarten has a powerful personal brand
June 25, 2011 by Steve Buttry
Update: Joe Grimm is leading a workshop on building your personal brand.
Update: I have blogged about my own personal branding strategy.
I had the busiest day ever on my blog Friday, thanks to the power of Gene Weingarten’s brand.
Update: That record was broken Monday and then again Tuesday as the branding conversation continued.
Gene started the discussion with his Washington Post Sunday Magazine “
Below the Beltway” column, answering a journalism student, identified only as Leslie, who asked how he had developed his “personal brand.” Gene’s response:
“The best way to build a brand is to take a three-foot length of malleable iron and get one end red-hot. Then, apply it vigorously to the buttocks of the instructor who gave you this question. You want a nice, meaty sizzle.”
 |
Gene Weingarten: How “branding” is ruining journalism
I am honored that you have chosen me as the subject of your journalism school graduate thesis. At the behest of your instructor, you e-mailed me to ask how I’ve “built my personal brand over the years.” I’m answering with this column.
|
I responded in my blog, saying that Gene has, in fact, developed a strong brand, even if he is scornful of the term.
 |
Gene Weingarten knows branding (even though he scorns it) « The Buttry Diary
June 24, 2011 by Steve Buttry Gene Weingarten has developed an outstanding personal brand as a journalist. But that brand will not let him write, except scornfully, about branding and journalism. So I will answer the question a journalism student (identified only as “Leslie”) asked him: How he built his “personal brand” over the years.
|
After Owen Youngman, a journalism professor at the Medill School at Northwestern University, identified himself as the professor who had made the assignment, I asked him to ask Leslie if I could publish her research paper. Leslie Trew Magraw did send me her research paper, with permission to publish:
Youngman blogged about the issue himself.
 |
The meaty sizzle of a 21st Century brand
Last Saturday, June 18, was the day that 2011 Medill graduates received their BSJ and MSJ degrees at a convocation on campus. This followed by a day Northwestern’s commencement ceremonies, which featured the advice of speaker Stephen Colbert (full text | 5-minute video): “You have been told to follow your dreams. But what if it’s a stupid dream?”
|
Paul Carr joined the discussion on TechCrunch, telling Gene: “If you”re going to embarrass a journalism student to set up a rant about personal branding and user generated content, it”s probably not a good idea to do it in a photo-bylined column (personal branding!) in which you use a letter you received from a reader (user generated content!) to artfully position yourself as an old-school newsman…”
Guy Lucas weighed in with another letter to Leslie, telling her: I can sympathize with those who don”t like the use of “brand” in journalism conversations because it originated in marketing and advertising. It still makes me a little uncomfortable, but I recognize it is in common use.
 |
“Brand” is not a dirty word « Newsroom With A View
Dear Leslie: I was set to say I was sorry that you chose Gene Weingarten to ask about building a personal brand because, instead of a helpful answer, he supplied a curmudgeonly rant attacking what he imagines the word “brand” represents, which appears to be everything evil in the world of journalism.
|
As you would expect, the issue got lots of play on Twitter. Gene got lots of support. But check out what they said. The personal loyalty and affection some of the tweeps expressed shows how strong the Weingarten brand is.
| “ |
Sage wisdom from today’s hardest working poop-joke artist/former journalist. @geneweingarten http://wapo.st/iAy1gg |
|
|
| “ |
@geneweingarten FANTASTIC piece on branding! Love your style, Gene. |
|
|
| “ |
Gene is my hero. RT @geneweingarten I respond to an idealistic young j-school student’s question about “branding.” http://wapo.st/k8kZZk |
|
|
| “ |
Hand clap to @geneweingarten. Really enjoyed the commentary on the sad state of #journalism or #newsbranding http://ow.ly/5pA63 |
|
|
| “ |
The brilliant @geneweingarten, on today’s news: “The first goal seems to be self-promotion: the fame part, the ‘brand.'” http://goo.gl/z8r0B |
|
|
| “ |
I fucking hate that word RT @geneweingarten MT I respond to an idealistic j-school student’s question about “branding.” http://t.co/FWERYgn |
|
|
| “ |
I think I’m a little bit in love with @geneweingarten. Read him now, if you haven’t done so already. |
|
|
| “ |
Curmudgeonly goodness. MT @geneweingarten: In which I respond to an idealistic…j-school student… about “branding.” http://wapo.st/k8kZZk |
|
|
| “ |
The great @geneweingarten has some thoughts on branding in journalism. They involve iron, high heat and buttocks. http://t.co/7tOMBmG |
|
|
| “ |
Last month, a publisher with another company complimented me on my “brand.” @geneweingarten says what I should have. http://t.co/dZ9i6Cp |
|
|
| “ |
@geneweingarten @ReillyCapps Just the word “branding” makes me feel dirty. |
|
|
| “ |
“You want a nice, meaty sizzle.” @geneweingarten writes what many of us are thinking. http://t.co/f0QcFWv h/t @lsteffy et al |
|
|
| “ |
MUST READ article on the current state of journalism http://t.co/2opTd7s via @gfriend @fritinancy @geneweingarten |
|
|
| “ |
“Our words have become the pale fluff inside decorative throw pillows” @geneweingarten on journos/brands via @Fritinancy http://t.co/s7w3xbC |
|
|
| “ |
@GeneWeingarten says individual branding is hurting journalism. Could not agree more. http://t.co/kyTjvGX (via @abhabhattarai) |
|
|
| “ |
@geneweingarten You’re pretty much my favorite person. |
|
|
| “ |
Journalists and branding. Nailed it, @geneweingarten. wapo.st/k8kZZk |
|
|
| “ |
This is one of many reasons I love @GeneWeingarten: How branding is ruining journalism – http://t.co/P6uQtUO via @washingtonpost |
|
|
| “ |
A wonderful dismissal of journalism “branding” by WP’s @geneweingarten. A tear rolls down my cheek as I tweet it: http://t.co/lPBagQt |
|
|
| “ |
The Munchie Strategy RT @romenesko: .@geneweingarten: J-students are told to market themselves like Cheez Doodles. http://t.co/cYtQDkW |
|
|
| “ |
Funny, true, and unexpectedly… I know Leslie: @GeneWeingarten: How “branding” is ruining journalism http://wapo.st/jyxHEz |
|
|
Lots of people criticized Gene, whether they had read my response or not.
| “ |
@stevebuttry has @geneweingarten (4,700 followers, trademark visual icon, trans-Post brand) dead to rights. http://bit.ly/izAPCj |
|
|
| “ |
@Pierce_G Totally disagree with @geneweingarten. In world where all can publish themselves with their own byline, your WORK *is* your brand. |
|
|
| “ |
@Pierce_G No doubt doing good work is harder with less resources so personal brand becomes even MORE important. @geneweingarten |
|
|
| “ |
@jonahkeri I can’t get over how wrong that @geneweingarten column is. |
|
|
| “ |
I add my odious, ass-kissing marketing $0.02 to the @stevebuttry – @geneweingarten discussion on journalistic branding: http://j.mp/jZNnNt |
|
|
| “ |
@AntDeRosa: that’s ridiculous, of course. as @stevebuttry notes, Gene is as much a brand as anyone — doesn’t want to admit he likes it 🙂 |
|
|
| “ |
Good post with great comments by @stevebuttry re amusing @geneweingarten WP col on journalism branding. http://t.co/2RgSpQF |
|
|
| “ |
Very disappointed w @geneweingarten’s retort to @stevebuttry http://t.co/Uu15kBq – reflects the disdain some journos have for their readers. |
|
|
| “ |
Would love to have a beer w/ @geneweingarten and discuss journalistic “branding” b/c I think he’s wrong. http://wapo.st/k8kZZk |
|
|
| “ |
C’mon @geneweingarten, we’re on to you. You’re a Serious Journalist Who Disdains Branding While Doing It Perfectly: http://bit.ly/mSpkst … |
|
|
| “ |
Respectfully disagree. Rules have changed for new generation. RT @purvap: RT @lsteffy: Brilliant! (@geneweingarten) http://bit.ly/kSw1XP |
|
|
| “ |
Branding comment from @pwthornton: http://t.co/d4VG0sJ @geneweingarten has “created a strong personal brand across old and new media.” |
|
|
| “ |
Great branding comment by @xarker: http://bit.ly/mpYoO7 “Newsrooms have always included ass-kissers, cowards, sycophants, sociopaths …” |
|
|
| “ |
@stevebuttry TV reporters, anchors get “branding.” It’s why viewers have a higher opinion of them than print folks, sad when they leave. |
|
|
| “ |
@jeffsonderman Interesting, too, in that he has a brand & he’s not writing stories that depose dictators. |
|
|
| “ |
@johnrobinson How many journalists really depose dictators? Most ingloriously cover school boards and just watch 60 Minutes on Sunday. |
|
|
| “ |
@jeffsonderman “Newspapers… used to allocate their resources to deposing dictators and ferreting out corruption” Newspapers = Superheroes? |
|
|
| “ |
@scottbrodbeck Seems editors should have worn more capes back then. |
|
|
| “ |
@jeffsonderman I want to go back to this mythical day when newspapers were saving the world, one article at a time. |
|
|
| “ |
@jeffsonderman I think print journalism is indeed a force for good, but I think it’s being blown out of proportion out of nostalgia |
|
|
| “ |
@Judy_Sims You know what else is undignified? Being an unemployed journalist. |
|
|
| “ |
@Judy_Sims @stevebuttry Maybe Leslie should call Bob Woodward, who most of us have heard of making him, what’s the word, right – a brand. |
|
|
| “ |
For a Washington Post journalist, the default branding is: “my crap detector is bigger than your crap detector.” Thus: http://jr.ly/anm5 |
|
|
| “ |
.@jayrosen_nyu Especially appropriate in light of a certain Twitter avatar. |
|
|
| “ |
Not actually amusing: How ‘branding’ is ruining journalism: http://wapo.st/koPSod Column by @geneweingarten |
|
|
Some said Gene and I both made valid points.
| “ |
@stevebuttry @geneweingarten Not sure what it says about me that I agree with both pieces. Maybe that I resist labels like “branding”? |
|
|
| “ |
I also agree w/ much of what Gene wrote. RT @emmacarew Oddly, I agree with both @geneweingarten & @stevebuttry on branding for journalists |
|
|
Some discussed whether we needed a better term than “branding.”
| “ |
@stevebuttry @geneweingarten I think journos would be less resistant to branding if it wasn’t called “branding.” Silly & semantic, but true. |
|
|
| “ |
@TylerMachado Something like “distinction”? |
|
|
| “ |
@stevebuttry Yeah. That might work. “Branding” feels like the lexicon of self-appointed “gurus.” |
|
|
| “ |
@stevebuttry I don’t disagree. Personally I hate the word–even though I’m doing it all the time. |
|
|
| “ |
@stevebuttry A way for old-schoolers to accept the notion? Replace the word “branding” with “reputation” Same concept, I think. |
|
|
| “ |
Or “trust.” RT @bpmoritz A way for old-schoolers to accept the notion? Replace the word “branding” with “reputation” Same concept, I think. |
|
|
| “ |
@stevebuttry Part of the problem, isn’t it? Too many people get too caught up on the words, not the underlying principle (connect w/people) |
|
|
| “ |
@stevebuttry @bpmoritz Think it’s more than the word — it’s not getting that you have to build rapport with readers, as with sources. |
|
|
| “ |
@bpmoritz @stevebuttry It’s the whole concept of engagement, not just the associated terms, unfortunately. Bigger problem. |
|
|
Altogether, the discussion amounted to a trend, drawing the attention of Jim Romenesko’s media blog:
 |
“Interaction is a hallmark of the Weingarten brand” | Poynter.
The Buttry Diary That’s what Medill master’s student Leslie Trew Magraw writes in the research paper that Gene Weingarten mentions in today’s column about branding. Magraw gave Steve Buttry permission to post her piece, which was written for Knight Professor of Digital Media Owen Youngman”s class.
|
As I said, the discussion built to the point that I had more traffic on my blog than ever before on a single day.Weingarten joined the conversation by private email and with two comments on my blog. I found his
second commentparticularly fascinating:”I have an odd capper for this thread. I”ve gotten a few messages from people who were surprised to discover that “Leslie” was real; they thought I”d created her as a foil, and didn”t seem to think that would have been wrong. So there really is a bit of a disconnect between what we do and what people think we do.”
While I appreciated Gene’s engagement on my blog and directly with me, I was fascinated with this: You can find no indication of this discussion at all on the Washington Post’s site. The column has way more Facebook likes and retweets than I’ll ever get for anything I write. And it has 23 comments, mostly curmudgeons cheering Gene on for his skewering of the whole notion of branding.
But as for the substantive responses to Gene’s column, not an inkling. Never mind my response or all the Twitter buzz: Leslie and her professor have both identified themselves publicly. But they aren’t linked or mentioned anywhere. If it didn’t happen on the Post’s site, it might as well not have happened.
I guess that says something about the Post’s brand: Old Media.
Update: Today, Weingarten’s column has some added links, including to this curation of the discussion and to the
Owen Youngman blog post. However, interestingly, the links do not include one to
Leslie’s research paper. While I can’t explain that omission, I am pleased to see the Post has added links. (I’m pretty certain that they were not there yesterday, because I looked, and I think Gene or someone else from the Post would have corrected me if they were there and I missed them. Gene and I had a private email exchange that covered this and other topics.
That was the original end of this curation, prompting Martin Belam to write, “Yeah! What he said.”
After I published this curation Saturday, June 25, the Twitter discussion continued:
| “ |
You might not like the term. But “branding” is important to journalism. A lesson for us all by @stevebuttry. http://t.co/9wfIvFz |
|
|
| “ |
Well, brand me a journalist MT @stevebuttry: Curated discussion of branding http://t.co/ys2OwfW |
|
|
| “ |
@stevebuttry Will blog about this. Dbl standard exists in journalism abt branding. Wrong view that reporters shldn’t and columnists don’t. |
|
|
| “ |
If ‘branding’ is too gauzy-sounding, ‘credibilty’ means same thing. See http://t.co/U5nDRFX via @stevebuttry, @geneweingarten. |
|
|
| “ |
First @geneweingarten amusingly denounced journalistic branding. Then this happened http://bit.ly/l1XkzA via @stevebuttry |
|
|
| “ |
. @stevebuttry a plus about the @geneweingarten branding discussion: it gave me a framework for describing the journo-marketing divide. |
|
|
| “ |
. @stevebuttry when I moved from the newsroom -> communications, I rec’d quite a few questions from my marketing colleagues… |
|
|
| “ |
. @stevebuttry about a perceived standoffishness among journos in general, and why journos didn’t seem to know about anything but news work. |
|
|
| “ |
. @stevebuttry @geneweingarten’s comment on your blog about marketers as salespeople gave me a framework for explaining the journo attitude. |
|
|
| “ |
. @stevebuttry I always try and tell journos that there’s a lot they can learn from ad reps and marketers. |
|
|
| “ |
. @stevebuttry more journos should take one of their media org’s ad reps to lunch. It ain’t gonna sacrifice your credibility, and… |
|
|
| “ |
. @stevebuttry ad reps deal directly with the consumer regularly, so you can get a good insight into what your readers really think. |
|
|
| “ |
I’ll be adding @ianhillmedia’s recent string of tweets to my curation of branding discussion. |
|
|
| “ |
. @stevebuttry Thanks. Meanwhile, I’m pushing a new hashtag: #takeanadreptolunch |
|
|
| “ |
. @stevebuttry final thought: journos might be surprised to know that some media orgs ad reps/marketers share their sense of duty. |
|
|
| “ |
. @stevebuttry you don’t have to sit in the newsroom to feel like you’re part of a media org’s greater mission to serve the public good. |
|
|
Jennifer Gaie Hellum, a recent J-school grad, responded to Gene with some excellent branding advice:
And that prompted more Twitter discussion:
| “ |
@stevebuttry @jghellum It’s easy for someone in @geinweingarten’s position to not care about branding: He already has it. |
|
|
| “ |
@ryanbeckwith @stevebuttry Leslie asked him about branding journalists; his response was about branding journalism. Two separate topics. |
|
|
| “ |
@ryanbeckwith @stevebuttry Also, his criticism of young journalists makes me wonder if he has spent any time at all with j-students. |
|
|
| “ |
Great response to Gene Weingarten’s acrid dismissal of branding as the killer of journalism: http://t.co/znbesfY by @jghellum |
|
|
| “ |
A fun, smart post RT @jghellum My latest blog post: A j-school graduate”s defense of (figuratively) branding journalists http://t.co/ZeNzpH3 |
|
|
This story continues, with more blog posts (including a second take from Youngman), a live chat (yesterday, but you can catch the replay), my advice on personal branding and an American Press Institute workshop with Joe Grimm (Sept. 16, just $20).
 |
Chatological Humor: Monthly with Moron
A serious journalist is idealistic and persistent, a person who does what he or she must to ferret out the truth, to get the goods at whatever cost, using the old-fashioned shoe-leather techniques pioneered by noble muckrakers like Upton Sinclair, Lincoln Steffens, and Ida Tarbell — and carried forward in glory by timeless giants of the industry such as Edward R.
|
|
More sizzle, with plenty at stake
Some four days on, the back-and-forth-and-back-again about how and whether 21st Century journalists should be putting effort into “personal branding” appears to abating. Evidently reporters’ attention has turned to Rod Blagojevich’s corruption conviction, or maybe David Carr’s NYT piece on the TMZ newsroom, “A Newsroom that Doesn’t Need News.”
|
|
Every business and brand is a publisher and vice versa | Jason Kristufek’s We Media Blog
I find the new media discussion on personal branding and whether its ruining journalism to be one big waste of time. But it has been entertaining. That shift actually occurred about three to four years ago when, in my view, skills like community management, content strategy and content marketing became more well known and part of normal business practices.
|
 |
Branding: Should journalists build a personal brand? « Teaching Online Journalism
If you’re teaching journalism today, you must be aware of the discussion that surrounds branding. If you’re a young journalist, or someone planning to enter the field of journalism, you need to understand what personal branding means. On June 23, Washington Post columnist Gene Weingarten wrote about this, and in summary, he said it’s a bunch of hooey.
|
 |
Note to media: We are all brands now, so get used to it
There’s been a lot of talk about “branding” and new media lately, sparked in part by Washington Post columnist Gene Weingarten’s recent anti-branding rant, in which the veteran journalist said that branding is “ruining journalism.”
|
 |
Journalists and Branding: Good Idea Or Bad? | NABJdigital Blog
By Benét J. Wilson, DJTF co-chair, Online Managing Editor-Business Aviation, Aviation Week Group I found an interesting conversation on Facebook started by NABJ Student Rep candidate Marissa Evans on this interesting column from Washington Post columnist Gene Weingarten on why he thinks journalists branding themselves is a bad idea.
|
powered by Storify
0.000000
0.000000
Like this:
Like Loading...
Related
The Buttry Diary 
[…] « Gene Weingarten knows branding (even though he scorns it) Gene Weingarten has a powerful personal brand […]
LikeLike
[…] (June 27): Steve Buttry used Storify to compile a sample of the reactions to Weingarten’s column. Share […]
LikeLike
It used to be known as “public identity”. The terminological change to “brand” is not neutral. It tells us, not only that identities have become grist for the marketplace mill, but that we should celebrate it and promote it – the eventual subsumption of personhood in the capitalist machine. Friendship is now capitalized. Can citizenship be far behind?
LikeLike
[…] to Mindy McAdams of Teaching Journalism Online for pointing me to how Steve Buttry of TBD.com used Storify to show the reaction to Weingarten’s column. And Buttry also links to Leslie Trew […]
LikeLike
[…] ist und in Amerika diese These nun intensiv debattiert wird (der Kontext über Storify), hier meine […]
LikeLike
[…] Comments « Gene Weingarten has a powerful personal brand […]
LikeLike
[…] Update: I used Storify to curate discussion of this issue on various blogs and Twitter. […]
LikeLike
Quite frankly, I believe Weingarten embarrassed himself with that column (er, rant) about branding of journalists. On his branded column, Mr. Weingarten put on display for the world an ignorance steeped in a near-narcissistic belief that his precious realm of holier-than-thou journalists have been somehow dishonored by the evolution of media toward a more open and inviting industry in which branding sets one apart and establishes a foundation upon which journalists (and non-journalists) can build careers, perhaps even media empires (right Arianna?).
If media companies are branded (New York Times vs New York Post; Sulzberger vs Murdoch), how is it Mr. Weingarten fails to recognize the value in branding for journalists? Are there no mirrors in his home?
I’m inclined to believe Mr. Weingarten’s rant is derived from a position of disrespect for the changing dynamics in journalism, which have evolved toward inclusion, with new tools that empower journalists and non-journalists alike to produce content for mass consumption. The idea of branding is anathema to Mr. Weingarten who established his personal brand in a far less crowded arena during a time when media were racing to the lowest common denominator of audiences.
Perhaps Mr. Weingarten should have chatted with Mr. Aaron Brown, former NEWS anchor for CNN. I did. The year was 2006. Mr. Brown was raving mad about the devolution of media, calling it “infotainment.”
Unlike Mr. Weingarten, Mr. Brown didn’t blame j-schools nor “new media” and most assuredly not “bloggers” (who were seen as pajama-wearing opinionated ranters on the worldwide web rather than serious news-breaking journalists). Mr. Brown recognized that media, all on its own, decided to play to the Jerry Springer audiences.
Long before digital media entrepreneurship and the notion of “branding” ever became an issue for j-schools, legacy media had already introduced the point. There are many “branded” journalists in media. Today, we see them as celebrities.
Had Mr. Weingarten chatted with Katy Couric, Suzanne Malveaux, Soledad O’Brien and other well-respected TV news anchors, he might have been informed about the careful crafting of their images. Those are just a few women journalists, but men are in the same game. The same can be said for print reporters and the specialty beats for which they become known; the same can be said for columnists and photographers.
Branding is part and parcel of one’s reputation. Before I sit down to read Leonard Pitts, I already have an anticipation of receiving a high degree of knowledge and insight into the subject matter. I would not feel the same about Bill O’Reilly when he offers his “Talking Points.” Each are branded individuals whose audience have an instant recognition and appreciation of their styles of commentary.
Today, new digital tools provide a lower barrier to entry for media entrepreneurs seeking to compete in the media marketplace. A media professional, like Mr. Weingarten, who begrudges such opportunity for journalists should take care that his perspective isn’t derived from a place of privilege that isn’t afforded to many, and likely won’t exist for the vast majority of up-and-coming journalists seeking to both practice the craft and capitalize upon opportunities to capture audience share and compete in the marketplace of ideas.
LikeLike
[…] Update (June 27): Steve Buttry used Storify to compile a sample of the reactions to Weingarten’s column. […]
LikeLike
[…] having completely divested myself of whatever insight or work was in me to share on that day.”This kerfuffle was fun to follow…Meanderings in the News1. On hanging on to food labels, by Linda Mihalik: […]
LikeLike
[…] Gene Weingarten has a powerful personal brand (stevebuttry.wordpress.com) […]
LikeLike
[…] not deliberately picking on the Washington Post here, though last month’s exchange with Gene Weingarten gave my blog a nice boost in traffic. I had a draft of this post in the works for a […]
LikeLike
[…] in his post. It’s my own independent observations). Plus, if a reporter is going to “build a brand,” (Or, for Gene Weingarten, developed a reputation), one of the primary ways is to be known as […]
LikeLike
[…] the past week, seasoned journalists and renowned academics exchanged volleys over whether journalists should concern themselves with their personal brands. As someone who has […]
LikeLike
[…] all the anti-marketing, anti-PR angst from journalists concerned about personal branding efforts compromising their integrity, the reality is that just […]
LikeLike
[…] an email exchange with Gene. The resulting social-media discussion was lively enough that I Storified the tweets for another blog post. The fourth of my branding posts offered my advice for branding, based mostly […]
LikeLike
[…] Week 2 reading response to The Buttery Diary […]
LikeLike
[…] Update (June 27): Steve Buttry used Storify to compile a sample of the reactions to Weingartens column. […]
LikeLike
[…] Update (June 27): Steve Buttry used Storify to compile a sample of the reactions to Weingartens column. […]
LikeLike
[…] more background on Gene’s and my disagreement over branding, check out the three blog posts I wrote on the subject, (with links to Gene’s post that started it all), plus a guest […]
LikeLike