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Showing posts from July, 2012

Bernbach on Journalism

                                                                                                                        July 21, 2012   Dear _________: Professional training in Journalism is getting Big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried.  I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship structures instead of substance, that we’re going to dwell in history instead of making it, that we’re going to be drowned by responsibilities instead of buoyed up by recognition.   I’m worried lest hardening of creative experimentations begin to set in. There are a lot of great structure-abiding writers in journalism. And unfortunately they talk the best game. They know all the RULES. They can tell you that greater readership will give you more advertisements. They can tell you that a sentence should be this short or that long. They can tell you that stor