A good writer is a brand. A good publication is a brand only as much as it publishes writers that are brands.

We have a crisis in the print media because that relationship is upside down. Publications consider themselves a brand when they are faithful to an ideology considered supreme. The New York Times, mentioned by Elizabeth Spiers, is a good example. Editors there chased away strong individuals like Chris Hedges but have been keeping meek apologists of their political agenda, like Paul Krugman and Thomas Friedman.