I was struck earlier in the week by this story on how the New York Times is building its brand identity by promoting its staff -- particularly the young lions.

In a way, it's a self-serving discovery, I know. Because I've often wished the St. Petersburg Times would do a little more to promote those of us who serve as the face of the newspaper in its pages and in the community.

Come to Saturday's Times Festival of Reading at about noon on Saturday, in the Poynter Institute, and you'll see me introduce Dexter author (and Cape Coral resident) Jeff Lindsay, who I spent an enjoyable afternoon with a few weeks ago before I wrote about him.

But I've always thought we could do more: feature writer Lane DeGregory has written stories complex as any novella; music critic Sean Daly is the most energetic speaker on pop culture I've ever seen; Tom French won a Pulitzer for a series which read like a page-turning novel.

I don't even know if these guys want to speak. But as newspapers struggle to build bonds with readers, it seems that putting writers in closer touch with our readers only makes sense.

Our metro columnists Ernest Hooper, Sue Carlton and Howard Troxler will speak tomorrow at the same session. Still, in the years when I have spoken at the festival, it was such a pleasure to spend time with people who read the newspaper closely, I've always been surprised we don't utilize the platform and others like it a little more often.

Deggans Builds His Own Brands on WEDU

Check me out tonight on Rob Lorei's show for WEDU-Ch. 16, Florida This Week. I believe we'll be talking about the Florida Legislature and taxes, the recent GOP debate in Orlando and Mel Martinez stepping down as chair of the Republican National Committee.