It isn’t often you'll see a marketer who champions journalism.Lou Paskalis is passionate concept of brand safety and suitability is now more necessary than ever, as brands need to protect themselves from adjacency to questionable content, platforms, and values — in all forms of media.One of the greatest concerns of every CEO is reputational risk and in order to guard against this, they need their marketing and communications teams working together.We touch on the third rail of ESG and DEI, as well as the waning industry of local journalism, discuss the roles that businesses might play for the sake of society, and talk about businesses’ triple bottom line (return, retention, reputation).And we conclude with Lou’s forecast for the future of the advertising industry: one that includes addressability, quality, and a technical revolution driven by AI. Links* Ad Fontes Media* Chalice AI* * Some of Lou’s columns:* The System Works (Ad Fontes Media)* Requiem for a Friend (The Current)* Clickbait websites could be siphoning $17B a year away from quality journalism — and brands don’t even know they’re paying for ads there (Fortune)Become a sponsor of Timeless LeadershipMusicAmericana - Aspiring by Kevin MacLeod is licensed under a Creative Commons Attribution 4.0 license.  https://creativecommons.org/licenses/by/4.0/Source:  http://incompetech.com/music/royalty-free/index.html?isrc=USUAN1200092Artist: http://incompetech.com This is a public episode. If you’d like to discuss this with other subscribers or get access to bonus episodes, visit www.timelesstimely.com/subscribe