There’s A New Type of Journalism In Town

The term brand journalism has caused a stir among journalists and within the content marketing world. Traditional journalists claim brand journalism can’t exist because journalism is independent, free from bias. It covers both sides of the story and its motive is to inform the public, rather than be directed at target audiences. Supporters of brand journalism take the stance that “traditional journalism” also has motives to engage their audience to buy more newspapers, support a certain political candidate or bring in more viewers.

I personally believe those who stand behind brand journalism make an excellent point in regards to the unrealistic ideal journalism they swear. The honorable days of true, unbiased journalism is long gone. Brand journalism has a place in this world. Consumers are not stupid, they can realize there are promotions behind the media they are observing. They know they are being urged to take action.

Sarah Mitchell in her blog post “Brand Journalism: Why the faulty arguments need to end” make several points in regards to the superior, and snobbish attitude of journalism. The discrimination against brand journalism implies consumer are not intelligent enough to filter the content they are viewing. It also skims over the shortcomings of journalism today which is fueled by veiled motives. She also touches on the description of brand journalism is a special branch of journalism similar to entertainment or sports coverage. Kelly Faley says the purpose of brand journalism is to intrigue the consumer, not tell them what the brand is doing. The consumer’s interest comes first.