Brian Stelter shows personal brands rival media brands

Versión en español aquí.

For several years I have been using Brian Stelter, the media columnist and TV commentator, as an example to students of how a young journalist can build a personal brand. 

He did not attend a famous university and had no special family connections. Yet he quickly made a name for himself online by creating a blog that thrived on timely, high-quality journalism.

I always include a slide showing the number of his Twitter followers (lately, 200,000) and pose the question: "How much longer will Brian Stelter need the New York Times?"

As it turned out, not very long. Stelter was just hired away from the Times by CNN to host "Reliable Sources" and be their media reporter.

How journalist built his brand from college dorm room

Brian Stelter
2012 Media Bistro photo

Brian Stelter is my favorite example of how a young person can create a personal brand and build it into a career. I have talked about him in presentations in Latin America and Europe and his story never fails to make an impression. 

When he was a freshman at Towson University in Maryland in 2004, he launched his CableNewser blog with news and commentary about the coverage of the Iraq War by CNN, Fox News and MSNBC. He soon attracted a loyal audience of influential TV industry executives. No one dreamed the blog was by a college student.

He eventually parlayed his blogging experience into a job covering media at the New York Times, but that is getting ahead of the story.

Journalism students in Madrid told to "go for it"

During a presentation at the Complutense University of Madrid (center), I talked about the new vision of entrepreneurial journalism (center photo) and some of its advocates. One of the attendees created a collage of the people mentioned: (clockwise, from upper left) Clay Shirky of NYU, Dan Gillmor of Arizona State University, Brian Stelter of the New York Times and Evan Williams, co-founder of Twitter.

MADRID -- Traditional news media are suffering in Spain, with some 3,500 journalists laid off in the past two years. Add to that the recent news that one of the country’s most prestigious news organizations, Prisa Group, owner of El País newspaper, is laying off 2,500 workers, or nearly one in five.

The dream of journalism students to work for large media organizations is being crushed by economic reality. I urged a group of 150 at the Complutense University in Madrid to start their own digital media and be news entrepreneurs.


I told the students about a number of news entrepreneurs in Latin America, where I worked for three years, and some of the innovative news projects in the U.S., such as Texas Tribune, ProPublica and Voice of San Diego.