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Rise Of "Brand Journalism" Makes Native Advertising Seem Quaint By Comparison

Who’s needs native advertising? Rather than pander to newspapers and their fussy ethics boards, deep-pocketed corporations are increasingly publishing their own brand of “journalism.” Take the Richmond Standard, which the Financial Times calls “one of the more polished sites to emerge in the age of hyper-local digital news brands,” not to mention a division of the Chevron Corporation. Regarding such “brand journalism,” FT writes: “Social media and digital publishing tools are allowing this strain of corporate news to reach vast audiences, with profound implications for the way businesses communicate with the public and for the media outlets they are learning to sidestep.”



Read the whole story at Financial Times »

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