Personal Branding for Entrepreneurial Journalists and Creative Professionals

1The Changing Employment Marketplace

In the first years of the 21st century, after the dot-com boom and bust and then the terror attacks of 2001, journalists, thinkers, and economists were hard at work trying to determine how the economic exuberance of the 1990s had so quickly devolved into the economic insecurities of the aughts. In truth, the economic slump that became so widely apparent in late 2001 had been years in the making. A general rule with economic trends is that by the time you notice them, it is too late to do much about them. They are already in full force.

Although the Internet was in common use by the turn of the 21st century, its full impact was yet to be felt. Even the best economic minds at the time could not fully grasp the ...