2009 is the year of the journalist: As organisations downsize we will begin to see a new layer or ‘freelance’ journalist who are bought in to deliver specialist content. If you are in broadcast you’ll recognise this model as the kind of producer/contract working common in the industry. The smart organisations will keep a kind of halo of these people around them, bringing the audience they cultivate in to their orbit. The individuals keep a level of autonomy but everyone benefits as the media brand and the individual brand work together.
