ShiftCentral positions itself as a private newsroom.
Above and beyond the marketing hook, what does this really mean?
We’re like a conventional newsroom, in that we have skilled researchers and writers who ask relevant, thoughtful, and complex questions about the information available to us. But we do this through the lens of each particular client. We’re like the business section of a newsroom, but tailored to your business, not the business markets in general. We go deeper into the issues you care about because each day our ‘reporters’ relay contextualized information about deep market issues: mezzanine funds, accountable care organizations, litigation financing, municipal bonds, and bankruptcy risks, to name a few.
The concept runs counter to one of journalism’s top traditional assumptions that reporting, to be totally objective, cannot and must not be tied to some specific – never mind private – interest.
But times are changing. The information economy is swirling around us and the lines between reporting and marketing are blurring. Opinion journalism is front and centre on TV (Fox News, MSNBC, etc.), companies are increasingly hiring brand journalists to tell their stories, and the Web is full of white papers, thought leadership pieces, and ‘expert’ blogs. We’ve seen notoriety posing as influence and the assentation of quantity over quality – in 140 characters, max!
At ShiftCentral, we’re diving headfirst into this deep pool of data. We are submerged in the information economy issues – profitability, sustainability, ethics, technology, productivity, and creativity. We draw lines between traditional media and promotional reporting, creating customized news feeds that are relevant and informative, free of fluff and excess.
The Private Newsroom is NOW. It is at the heart of what is next in this information economy.
This article was originally published on ShiftCentral, now part of LAC Group.