What happens when brands become media entities in their own right, with all the same tools for reaching readers or viewers? Journalists and traditional media outlets have to try harder to provide something valuable, or their audience will go elsewhere
There’s been plenty of focus on how publishers are catering to advertisers by producing “native” advertising, including sponsored content — but a much bigger trend is brands and advertisers that are becoming publishers themselves.
Native advertising, brand journalism — whatever you call it, the current ad-driven content boom provides a lot of opportunity. But for it to work, journalists and publishers need to think about their brand as much as the advertiser does.