Tag Archives: Brand Journalism

Are Journalists Becoming Obsolete?

Another top name in journalism has departed. Say good-bye to David Pogue, a brand-name technology columnist for the New York Times, who will now be working for Yahoo. As a content marketer. Pogue joins a long list of top-of-the-heap journalists bailing on newspapers and magazines to join the growing ranks of journalists working inside corporations. From […]

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How I Would Run a Modern Digital News Room

Take a moment to gaze upon the screenshot above of Boston.com’s homepage. What do you see? I’ll tell you what I see. Chaos. There are literally dozens of places to click (I lost count at 50). It is a headache-inducing jumble – a crushed mash – of information, advertising, news, sponsored content and micro-imagery. I […]

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Begging is not a Distribution Strategy

The old method of getting your corporate “news” distributed: Paying a wire service to distribute your news release Begging news reporters to turn your press release into a news article Okay, maybe begging is a bit of stretch. Public relations consultants don’t necessarily beg. They have other tools to call upon in placing “news” at […]

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Be the News

Stop pitching news stories to the media. Seriously. Instead break your own news. Tell your own story. Take your own photographs. Create your own graphics. Produce your own video. Research your own study. Why give all the good stuff to the media? Especially now. You have your own publishing channels. You have a website – […]

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Google Declares Itself Grand Protector of Journalism

Likely news organizations don’t know whether to scream or to laugh. Google – one of the biggest culprits in the downfall of newspapers and magazines – preaching to them about “journalistic values.” This from a company, mind you, that spends not one single penny on journalism.  A company that aggregates the journalism from hundreds of […]

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Marketing is the New Journalism

And journalism is the new marketing. For better or worse, we are moving rapidly into a state of brand-produced journalism.  It’s happening on two fronts: Sponsored Content and Brand Publishing Sponsored Content There’s no doubt traditional media companies are dropping like flies.  Circulations and subscriptions have flat-lined – print advertising revenue is moving to digital […]

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The Case for Brand Storytelling

Call it what you want – brand journalism, transmedia storytelling or brand storytelling – but the concept is simple (and powerful): Brands should tell their own stories in multimedia formats and share them online via interactive social networks. Here’s why. Your Customers – Online Consumers are using the internet as their preferred medium for finding […]

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