Don’t be afraid of the dirty words.

Many newsrooms brag about “every dollar funds journalism”. I get the sentiment, but that statement neglects important functions. Marketing may be a dirty word, but you need it as much as you need electricity.

Like it or not, even with no business dept (or a minimal one), or no marketing staff, someone is still performing those duties. But they are doing them poorly. That’s more expensive than doing those duties well.

If you can’t sell the work, you are dead in the water.