In defence of brand journalism

When Andy Bull got in touch for a masterclass he is running on brand journalism for his current book/website at Multimedia-journalism.co.uk, he got me thinking about exactly what this term means. He reminded me of a comment I left on a post of his, which goes:

"I call myself many things – web editor, blogger, content strategist – but have only recently come across the title 'Brand journalist'. The slipper seems to fit as I work for a digital publishing agency.

"I'm not producing marketing material but I am creating editorial that focuses on where the target readers' interests meet the business. The work is not just being a brand reporter but a sub-editor, commissioning editor, publisher and change management adviser – since brands are new to publishing and need a point person on many publishing fronts.
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