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.”
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