Instead of bleating about journalism selling its soul to the dark forces of PR et al, let's instead celebrate how journalists can help increase the profits at the companies that pay their salaries and supplement hard-hitting investigations - by doing what they're doing already. Just without getting sand in their shoes.
With the first signs of economic recovery beginning to look like a reality, business leaders across the UK are entering a new phase of cautious optimism. Manufacturing revenues and employment figures are rising; advertising spend has bounced back to pre-recession levels. For the first time in a long time, there is light at the end of the tunnel.
According a web survey by insurance company Aviva, 18% of couples split childcare responsibilities evenly, with 6% of men now the primary carer of their child. Pushing the figure from 6,000 in 2000 to 600,000 in 2010. And in a less scientific survey done by myself sat in the window of my front room at 3:30pm, more and more Dads are at the school gates.
I'm getting more and more used to the term native advertising. The term 'content' has always struck me as so nondescript and dull. Like 'stuff'. If we see the predicted rise in content marketing, expect to see plenty more forgettable branded words and pictures for audiences to scroll right past and ignore.
Once upon a time the 'S' word - sustainability - was about as relevant to business as a fork in a sugar bowl. At best a box to be ticked; at worst seen as a serious impediment to the pursuit of profit. But the world is changing. Look at the business news and you'll see the global heads of big businesses uttering that 'S' word with increasing frequency.