Marketing guru Seth Godin urges companies to start calling "potential customers" and "targets" instead citizens. He means this term to be inclusive of those who have a relationship with the marketer and those who do not and to bring about a mental shift toward respect and humility. Nice to know that journalists are ahead of the marketers on this. Every self-respecting journalist I know cringes a little when some business-side person at a conference calls readers/viewers/listeners consumers. Indeed, many of us have lept over readers/viewers/listeners to pay "the people formerly known as the audience" a great mark of respect (from...
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It sounds like journalists today also have to be marketers. They have to know who they are trying to reach, and... to pitch their stories to a broader audience.
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