What brand is more important at a traditional news media publication? The brand of the publication or the brand of the reporters? Look at Bill Simmons who instantly created a new media brand based on his personal brand right after he left ESPN. I question what news looks like in 10 years. Will it just be a bunch of verified reporters on Twitter crowdsourcing images and sources? In a world where "trust" seems to be a rare commodity, I believe reporters as personal brands will outweigh business brands as news media