Content Creators Have a Primary Duty Is To Audiences, Always

Content Creators Have a Primary Duty Is To Audiences, Always

"Henry Luce, a co-founder of Time, disdained the notion of giveaway publications that relied solely on ad revenue," notes Ilya Vedrashko of Hill Holliday ad agency in Boston. He called that formula "morally abhorrent" and also "economically self-defeating."

That was because he believed that good journalism required that a publication's primary duty be to its readers, not to its advertisers, says Vedrashko. "In an advertising-only revenue model, the incentive is perverse," Luce said. "It is also self-defeating, because eventually you will weaken your bond with your readers if you do not feel directly dependent on them for your revenue."

Since virtually all mass media publications rely on a combination of subscriber revenue and advertising, it is not entirely clear that Luce's views are completely consistent. Nor would some agree with the observation that the role of a journalist changes, whatever the revenue model that makes the writing possible. In principle, a publication could be supported entirely by sales of some other product, with no advertising or subscription revenue.

That, in fact, is precisely the norm for brand-sponsored content. One might argue that the writer's task, in all cases, is to serve the readers, as a videographer's task is to produce engaging video, a composer or musician compelling music. The reason is entirely prosaic. Content doesn't attract people and get their attention unless it meets some end-user need or interest, and is creatively compelling to some degree.

Whatever the revenue model or reason for creating content, "bad content" simply doesn't work. It that fundamental sense, Luce is correct. A journalist, writer, film maker, musician or other content creator has to produce primarily for the intended audience. To be honest, creators often have other motives as well. Some part of content creation in the present age has to be aimed at search engines. Sometimes a subsidiary issue is content creation that, in addition to serving an audience, also impresses peers. That is true whenever prizes or awards are available, for example.

And there can be some element of peer conformity as well. Content creators might develop for audiences, but they tend to socialize and care about the opinions of fellow content creators. Does a film maker want commercial success? Yes, typically. But does a film maker also want accolades from other members of the creative community? Yes, typically.

That doesn't mean the primary task can be anything other than the needs of the intended audience. No success is possible without meeting those requirements at some consistent and basic level.

Content creators must always create primarily for audiences. All other considerations, and those considerations exist, are secondary.

Journalism's Primary Duty Is To Its Readers, Not Advertisers