Brand journalism is firmly established; the thought that any major company wouldn’t set aside a portion of its marketing budget to create its own publications was outdated even before the internet changed everything. John Deere developed The Furrow in 1895 to share news and stories that would interest the company’s core customers and other companies have had similar initiatives for over a century. A new twist on that old strategy has appeared on the stage, though: advocacy journalism.
Advocacy Journalism: How Passion Will Drive the News You Read
Posted by thursdayb under Social MediaFrom http://www.thursdaybram.com 3642 days ago
Made Hot by: thelastword on May 1, 2014 9:31 pm
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3640 days ago
3642 days ago
The question is one of credibility. While it's easier than ever for brands to create their own media voices, the question is whether those voices will be listened to. I think there will always be a need for both advocacy journalism (in this case essentially marketing) and a more independent kind of journalism (newspaper writers, bloggers etc.) who serve their own audiences and who are just as necessary to establishing a brand's credibility.
3641 days ago