Tricks of the trade

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Roy Peter Clark of the Poynter Institute presents the case for self-promotion, long anathema to many working journalists, but now a necessity in the era of declining big media brands. "Like everything else in the world of digital media, the old boundary between the writer and the promoter has been erased," Clark writes. "There is no chance that my bosses will pay to put my picture and name on a billboard or the side of a bus. It’s up to me."