In a world where eyeballs equal ad dollars, the job of a journalist—and in the beauty industry, a beauty editor—is becoming less about content and more about commerce. “If you look at any job board, most jobs in media today aren’t journalism jobs,” said one media expert familiar with the evolving industry. “As digital continues to take over the space, media companies are becoming more like multimedia agencies. Editors are crossing the line into the business side and the responsibility for earning ad dollars is shifting.”

The hot gig of the moment is the social engagement editor, a newly minted role that more and more publishing houses are folding into their human resources repertoires to address today’s frenzied need for clicks. The position is a hybrid of specialized content creation and accountability for garnering audience, or views, a digital brand’s bread and butter when it comes to revenue. Additionally, one of the biggest responsibilities of the role is interacting with social media communities; creating content specifically tailored to various mediums (i.e. Twitter, Instagram, Snapchat), and growing those channels. With a focus on millennial-friendly, attention-grabbing headlines, listicles, and memes, successful engagement is more about riding the coattails of a trending topic than it is about researching and writing long-form articles.

“Clickbait works, but it’s not exactly journalism,” said the media expert.

Because so much of modern writer roles involves aggregation, repackaging, reposting and touting recycled content, there are fewer jobs for classically trained journalists. Instead, digital and traditional publications are looking for ROI-focused editors that will frankly give a publisher more bang for its buck. To be sure, the advent of trending news has created a new ecosystem that values speed more so than anything else. Breaking a major story could be done in as little as a 140-word tweet, and thus taking time to write and edit a long-form piece doesn’t seem to pay off, at least not as immediately as sharing a topical pop culture meme, or even a cute video.

Along with engagement editor, job titles such as audience development editor and digital editor are other modern journalist roles that pack a lot more responsibilities besides editing and reporting. In addition to writing and editing, today’s jobs for journalists include monitoring traffic and analyzing conversion, tracking social analytics, implementing SEO best strategies, and of course increasing friends and followers. Today’s editors must know the best times of days to post, the best types of stories to post, as well as know the right images, captions and keywords to use to attract the most attention. Engagement editors must also be social media whiz kids, responding, reposting, sharing and hashtagging to increases a company’s metrics, so it can increase its bottom line.

To be sure, with this shift in journalistic responsibility, ethics are also shifting. Sponsored content and advertorials are becoming more nuanced, and more and more the responsibility of the editor. In fact, it’s been rumored that some digital publications are even beginning to compensate their editors for discovering, writing and posting paid product placements.

“The lines are blurring between editorial and business,” said the expert. “I don’t think it bodes well for the industry.”