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Does 'the business side' have to be a separate side?

from Poynter

What do you call the people who sell ads, run events, create products and market the journalism you and your newsroom create? Probably "the business side." As we begin talking about what journalists need to learn about the business of journalism, it's interesting to look at the language we use to describe our non-news colleagues. "The business side" implies there's more than one side. And often, it can seem we're pitted against each other. more

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