To label something a profession means to define the ways in which it is more than just a job. In the case of newspapers, professional behavior is guided both by the commercial imperative and by an additional set of norms about what newspapers are, how they should be staffed and run, what constitutes good journalism, and so forth. These norms are enforced not by the customers but by other professionals in the same business. The key to any profession is the relations of its members to one another. In a profession, members are only partly guided by service to the public. As the UCLA sociologist James Q. Wilson put it in his magisterial Bureaucracy, “A professional is someone who receives important occupational rewards from a reference group whose membership is limited to people who have undergone specialized formal education and have accepted a group-defined code of proper conduct.” That’s a mouthful, but the two key ideas apply to newspaper publishers (as well as to journalists, lawyers, and accountants): a professional learns things in a way that differentiates her from most of the populace, and she pays as much or more attention to the judgment of her peers as to the judgment of her customers when figuring out how to do her job.
A profession becomes, for its members, a way of understanding their world.
Clay Shirky, Here Comes Everybody: The Power of Organizing Without Organizations (New York & London: Penguin Books, 2008), 57-58.