The future of sustainability reporting is not the mainstream media
It's no secret that there has been a decline in the number of reporters in the mainstream media who cover energy and the environment. Thanks to a newsroom leak, we get a rare glimpse at just how bad it is.
The independent Gannett Blog obtained a list of the newsroom journalists from the USA TODAY and posted it. They made the point that there were 5 reporters covering Congress and 27 on entertainment. The number of reporters devoted to the Science/Energy/Environment beat was exactly the same (as Congress, not entertainment).
I've talked to some of those five reporters before and they do excellent work. But the relative number of reporters shows what topics are important to the second largest newspaper in America.
But, as I pointed out in nominating Marc Gunther for recognition as a sustainability leader, we don't necessarily have to fear that decline in mainstream media coverage. Here's are the opening sentences of that nomination in Directions 10:
In an era where declining revenues for mainstream media has led to cutbacks in the number of reporters who cover the environment, Marc Gunther has shown that the internet provides the only forum a good journalist needs to succeed today.
There are others like Gunther out there doing excellent reporting on energy and the environment and the Internet is their printing press. They are the future of reporting on sustainability.
Nathan is the director of public relations for POET, the largest producer of biofuels in the world. He is also a digital advocate of sustainability and corporate social responsibility. Nathan writes extensively for Greenway Communique.