Journalists are finding that sometimes it’s better to be the brand than to work for a brand. In the new economic landscape, many journalists have decided (or had the decision made for them) to leave their newspaper and news organization jobs and create their own branded presence on the Web. But the road to financial success can be long and filled with pitfalls, including the sticky ethics issue of being the editorial and advertising sides all rolled into one. Though some smart brand builders are finding the rewards to be great.
Walt Mossberg and Kara Swisher, co-editors of the All Things Digital news site, will leave at the end of the year. Mossberg has been the highly influential author of Personal Technology columns with The Wall Street Journal for two decades. He and Swisher collaborated as co-executive editors on All Things Digital, a separate website that covers technology and start-up news and also held conferences.