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thought that any major company wouldn’t set aside a portion of its marketing budget to create its own publications was outdated even before the internet changed everything.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.



Comments


Written by lyceum
427 days ago

Thursday: Your piece is food for thought with plenty of links to more reading material. I see myself as a citizen journalist and independent blogger.



Written by HeatherStone
428 days ago

Hi Thursday,

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.



Written by thursdayb
428 days ago

That's an interesting question, especially in the light of independent publishers like Upworthy turning to advocacy organizations in order to bolster their own credibility on different issues. Given that there are very few truly independent journalists (even among bloggers these days), I don't see so much variation in the credibility that different organizations can bring to the table existing in the long term.



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