7 Things I Learned When I Quit Journalism For Advertising
Back in 2017 (a lifetime ago!), I left Fast Company magazine after more than six years of work to join R/GA as a senior copywriter. Here are some of the most important things I learned:
Everything Is Advertising Now
Remember when advertising was a well-defined concept? A television commercial produced by an ad agency for a big client anchored around a creative director's vision and a voiceover artist who’s a regular part of the agency's holiday gifting list.
Nowadays, advertising is not confined to commercials or billboards. With the rise of digital media, everything has become advertising.
For instance, advertising agencies are now creating email newsletters and social media campaigns that feel more like marketing. Public relations firms are crafting memes and social media content that looks suspiciously like advertising. Meanwhile, marketing teams are developing podcasts and webinars that seem more like public relations efforts, discussing brand values and engaging with communities. The roles have merged, and the lines have become blurry.
2. Advertising Aand Marketing Are Multi-Channel
Today's ad agencies don’t just make ads. They're managing social media accounts, designing mobile apps, hiring influencers, and even creating in-store retail displays. The focus is on a multi-channel approach to reach customers wherever they are. This strategy is crucial in an era where audiences are fragmented across platforms, and brand messages need to be consistent and omnipresent.
By doing so, these agencies blur the traditional boundaries, offering a one-stop solution for brands looking to engage with their audiences. This convergence is advantageous for clients, who can now work with a single agency capable of delivering integrated campaigns across multiple channels.
3. Economic Realities In Journalism Are Totally Different
The advertising and journalism industries face different economic challenges. In journalism, there's often a disconnect between journalists' understanding of the topics they cover and their grasp of their industry's economics. Many journalists operate with a mindset that keeps editorial content separate from the business side. This mindset, combined with dwindling revenue from traditional advertising and the public's expectation of free content, creates a challenging environment for journalists.
Conversely, those in advertising—whether creatives, account executives, or freelancers—tend to have a better grasp of the economic landscape of their industry. This understanding stems from several factors, including the cyclical nature of agency life, where losing a single client can lead to significant layoffs. Additionally, the dominance of a few large holding companies creates a competitive environment where understanding the bottom line is crucial.
4. Advertising & Marketing Pay Better And Have More Negotiation Room
Journalists often face financial constraints that limit their earning potential. Many have stories of arguing for modest expense account increases or writing influential pieces for minimal compensation. Freelancers, in particular, struggle with late payments and a lack of leverage in negotiations. Payment cycles of 90 days or longer are not uncommon, and many publications delay payments without explanation.
In contrast, the advertising industry is more transparent and structured regarding compensation. Negotiation is expected, and agencies are generally well-compensated by clients. This financial stability allows agencies to offer better benefits and quicker reimbursements. Freelancers and staffers in advertising know that their airfare or project expenses won't take months to reimburse. This financial security is a significant draw for many who might otherwise consider a career in journalism or content creation.
5. Collaboration Vs. Solo Work: It’s A Cultural Divide
A key difference between journalism and advertising lies in the work culture. Journalism often involves solitary work, with journalists operating as "lone wolves." While journalists can collaborate on projects, the nature of their work is more independent. Group work is less common, and many journalists thrive on the freedom to pursue stories individually.
Advertising, on the other hand, is inherently collaborative. Success in advertising requires teamwork—graphic designers, copywriters, account managers, and clients must work closely together to deliver a cohesive final product. This collaborative spirit fosters creativity and allows for a dynamic exchange of ideas. In advertising, the collective effort often leads to more innovative and effective campaigns, whereas journalism's more solitary approach can lead to different types of groundbreaking stories.
6. There’s A Drive For Excellence
Despite these differences, both industries attract driven, curious individuals who are high achievers in their respective fields. Professionals in advertising and journalism share a disdain for boredom and a passion for their work. They push boundaries, challenge norms, and constantly seek new ways to engage with their audiences.
7. The Fields Adapt
As advertising, marketing, and public relations continue to evolve, professionals must remain adaptable. Understanding the shifting dynamics and being prepared to wear multiple hats is crucial in this ever-changing landscape. For those in advertising and related fields, the ability to integrate diverse skills and embrace a multi-channel approach is more critical than ever.
If I can help with your marketing or public needs, let’s talk.
This article was originally published in condensed form on Context Collapse.
