On the latest episode of the ADOTAT Show, I had the pleasure of sitting down with David Kaplan, the legendary journalist turned content marketing guru. Kaplan, who’s been through the wringer of media transformation, shared his unfiltered thoughts on everything from the shift from print to digital to the fine line between journalism and marketing. It was an hour packed with insights, irreverence, and a few eyebrow-raising moments that felt like a mix of no-holds-barred honesty and razor-sharp wit.
David Kaplan, once a fixture at Adweek, now co-runs Brand Newsroom, a content consultancy that blends traditional journalism with modern marketing tactics. Reflecting on his transition, Kaplan admitted, “It’s been a little over a year, about a year and a half since I went from journalist, prime time at Adweek, and then with my wife and I started Brand Newsroom, an editorial consultancy, content studio.”
He continued, “I’m still wrestling with the discomfort of, I’m a journalist, right? And I was talking with a friend a few months ago, he was like, no, come on, you’re a content marketer. But as we kind of noted in the notes we exchanged, I do like to think of myself and Brand Newsroom as operating with a foot in both worlds.”
When I asked Kaplan how he navigates the ever-evolving media landscape, he didn’t mince words. “You can only get so far Googling your way to news. Real journalism is about getting out there, having real conversations, building trust. You can only do that so much online. If it’s online, it’s purely transactional.”
Kaplan emphasized that genuine journalism requires more than just screen time. “Journalism isn’t about sitting behind a desk, refreshing your browser every five minutes for the latest tweet or press release. It’s about stepping out into the world, talking to people, understanding their stories, and uncovering the nuances that you simply can’t find in a digital search.” This hands-on approach, according to Kaplan, is what distinguishes true journalism from mere content aggregation.
He shared an anecdote from his early days at Adweek, recalling how he would spend hours, even days, in the field, cultivating sources and following leads. “Back then, you had to knock on doors, attend events, and physically be present to get the story. It was exhausting but exhilarating. You built relationships that lasted because people knew you were committed to the truth, not just chasing clicks.”
Kaplan’s nostalgia for the old-school journalism hustle—pounding the pavement instead of spamming the refresh button—was palpable. “I think the old ways are going to come back around, especially for the way media companies do business,” he said. “The digital world is fantastic for its reach and immediacy, but it often lacks depth. That depth comes from real-world interactions.”
He elaborated on the importance of integrating traditional journalistic methods with modern technology. “For me, it’s always been about using digital to help that,” he said. “Digital tools should enhance our ability to tell stories, not replace the fundamental processes of journalism. It’s about striking the right balance between leveraging technology and maintaining the integrity of old-school reporting techniques.”
Kaplan pointed out that digital advancements have provided incredible tools for journalists, such as data analysis, real-time reporting, and global connectivity. However, he cautioned against becoming overly reliant on these tools at the expense of the core principles of journalism. “While digital tools can uncover trends and patterns that are invaluable, they can’t replace the human element of storytelling. The best stories come from a place of empathy and understanding, something algorithms can’t replicate.”
Kaplan’s vision for the future of journalism involves a synthesis of these two worlds. He believes that as media companies adapt, they will find value in revisiting the fundamentals of journalism. “There’s a growing appreciation for in-depth, well-researched stories in an age where misinformation spreads like wildfire. The demand for quality journalism is higher than ever, and those who can combine the rigor of traditional methods with the efficiency of digital tools will thrive.”
Kaplan’s disdain for the incessant noise of digital marketing was clear. “People can sense bullshit. Even with my most lyrical work, you cannot dress up garbage. You have to actually have something meaningful to say.”
The conversation took a lighter turn when I pointed out the impressive collection of bourbon bottles behind Kaplan. “I’m a big bourbon fan,” Kaplan admitted.
“I did collect all this stuff behind me. Pin hook bourbon—cheers.”
Kaplan shared a charming anecdote from his childhood. “I grew up in Brooklyn, and my parents had a bungalow in the Catskills. I’d get bored and create fake newspapers with construction paper and crayons. That’s how it started. No fake news now.”
Kaplan delved into the tricky balance of maintaining editorial independence while dabbling in content marketing. “In the kingdom of content, the pen is still mightier than the push notification,” he asserted. “The marketing side is forced to adhere to more journalistic standards of truth. There’s a real crisis in defining reality and truth right now.”
When I asked about AI and its impact on journalism, Kaplan was cautiously optimistic. “I use it as a research assistant. It saves me a lot of time. But it’s not creative in the same sense. You have to manage it—you can’t just take it at face value.”
Kaplan’s biggest “oh ship” moment? Transitioning from Adweek to Brand Newsroom and realizing he didn’t know as much about web design as he thought. “I just thought, websites look pretty simple, just put news in a drop down there. And I remember as we were building the site, I would have what I thought were pretty clear directions of this is what the homepage should look like. And I always compare it to something I’ve also never done—maybe not yet—but building a house. And I remember when I first saw the website was done, so many things didn’t work. It didn’t have a way for people to subscribe, for example.”
Kaplan’s realization that he needed to spell out every detail was a humbling experience, but one that ultimately enriched his understanding of the digital media landscape.
Kaplan’s reflections on the future of media were equally insightful. He emphasized the importance of maintaining editorial independence and truth in a world where the lines between journalism and marketing are increasingly blurred. “I think selling has such a negative connotation and no one wants to appear salesy. And I think it always comes down to if I’ve got something that you want or you’ve got something that I want and you’re telling me about it and you’re helping me get something that as I said is going to enrich and enliven my personal life or my work life, that’s a good thing.”
As the interview wrapped up, Kaplan left the audience with a piece of advice that underscored his philosophy: “Be genuinely interested in what you do, and it will resonate with others. The tools and platforms may change, but the essence of good storytelling remains the same.”
David Kaplan’s appearance on the ADOTAT Show was a blackbelt class s in navigating the complexities of modern media. His journey from traditional journalism to the cutting edge of content marketing is a testament to the enduring power of storytelling, adaptability, and a good sense of humor. Whether you’re a seasoned media professional or a newcomer to the field, Kaplan’s insights offer a valuable roadmap for anyone looking to make their mark in this dynamic industry.
