ABSTRACT
The conclusion goes back to the question posed at the start of the book – how far does journalism differ from the rest of ‘content,’ and what role does it play in fashion coverage now? All types of content creators in fashion have similar priorities – a focus on the reader, viewer or listener, locating and engaging the audience, and inspiring trust – whether their content is editorial or promotional in nature. The digital and social landscape means that they are often competing for attention on a level playing field, too. Journalists’ cherished ideal-typical values do not always translate well to this landscape, and the nature of their output is changing. But the ideal of reporting in the public interest is one that journalists can excel at and that can differentiate them from fashion brands and individuals creating content in the same space. The chapter looks at the role of print, too, in an increasingly digital future.
