Welcome!

Blog Feed Post

Brand Journalism – Turf Warfare in the Digital Age

“There’s a dialogue out there and you’re either in it or you’re not.”

Herb Schmertz (Mobil circa 1970)

Brand JournalismTechnology advancements, new apps, ubiquitous software and the mobilization of computing have driven the democratization of information beyond boundaries that have existed since Gutenberg cast his first type. Nowhere are the turf battles colliding more quickly, albeit with little fanfare, than at the intersection of brand and journalism.

“Brand” and “journalism” have each faced an identity crisis brought on by innovative technologies and the globalization of communication. Brand was once just a set of tools used to create a visual identity in the marketplace. Now, brands reflect humanizing characteristics that inform the business strategies, product development, and hiring practices of savvy companies. Conversely, journalism is fighting to maintain a viable role in disseminating investigative news against a wild-west frontier of digital publishing and social media.

The fundamental change in both venerable concepts has been the full-on recognition that “content” is king and that dialogue shapes and delivers the content. Editing, research and segmentation have given way to opinion, conversation and aggregation. And that switch, driven by touch screens and a 24×7 world, has lowered the barriers of entry and blurred the lines across both fields for industry and the public alike.

“Welcome to the emerging world of brand journalism — marketers using the tools of digital publishing and social media to speak directly to consumers. The advertising industry commonly refers to it as content marketing, brands disintermediating news professionals by writing and distributing thought leadership content. It’s one of the most quietly talked about areas in the media industry today, ultimately destined to shake up 100 years of journalism.”

Lewis DVorkin, Forbes

Purists, looking to respect hard-won journalistic principles, worry that the co-mingling will result in an accelerated march to the lowest common denominator. The resigned public suspects that media has already been gagged by corporate owned news outlets… which may explain why this issue isn’t generating public interest. I don’t know if brands recognize this dimension of journalism has the potential to alienate customers, users and readers directly impacting products, services and revenue streams.

“Brand journalism” doesn’t exist. It’s a contradiction. It’s either marketing or journalism.

– Steffen Konrath

Futurists, emboldened by cheap platforms that amplify the growing cacophony from the Internets, position this blending as the inevitable next step for both brand and journalism. They argue that organizations can, and should, provide information, facts and even news, regarding their brand. And they believe that journalists must adapt or risk being displaced (a reality not a threat).

Soon there will be list of “content marketers to watch in journalism.” And some of those content marketers will be on that list because they have proven themselves to be investigative reporters.

Paul Conley 

The issue isn’t that this is happening. The challenge is that it is happening without open dialogue or rigorous debate. We haven’t openly acknowledged that we are melding two interests with very different agendas. We should not allow brands or journalists to determine their conjoined fate, as the consequences have the potential to significantly impact us culturally.

“The media has been in transition for a while. There is only going to be more content produced by other sources. I’m not saying we’re the Wall Street Journal or the New York Times. We’re producing content that we care about.”

– John Earhardt, CISCO

There is a “dialogue out there” and you had better get in it. If you “care about” it.

Read the original blog entry...

More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.

Latest Stories
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
Technology vendors and analysts are eager to paint a rosy picture of how wonderful IoT is and why your deployment will be great with the use of their products and services. While it is easy to showcase successful IoT solutions, identifying IoT systems that missed the mark or failed can often provide more in the way of key lessons learned. In his session at @ThingsExpo, Peter Vanderminden, Principal Industry Analyst for IoT & Digital Supply Chain to Flatiron Strategies, will focus on how IoT de...
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
SYS-CON Events announced today that Roundee / LinearHub will exhibit at the WebRTC Summit at @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LinearHub provides Roundee Service, a smart platform for enterprise video conferencing with enhanced features such as automatic recording and transcription service. Slack users can integrate Roundee to their team via Slack’s App Directory, and '/roundee' command lets your video conference ...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
SYS-CON Events announced today that Numerex Corp, a leading provider of managed enterprise solutions enabling the Internet of Things (IoT), will exhibit at the 19th International Cloud Expo | @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Numerex Corp. (NASDAQ:NMRX) is a leading provider of managed enterprise solutions enabling the Internet of Things (IoT). The Company's solutions produce new revenue streams or create operating...
While DevOps promises a better and tighter integration among an organization’s development and operation teams and transforms an application life cycle into a continual deployment, Chef and Azure together provides a speedy, cost-effective and highly scalable vehicle for realizing the business values of this transformation. In his session at @DevOpsSummit at 19th Cloud Expo, Yung Chou, a Technology Evangelist at Microsoft, will present a unique opportunity to witness how Chef and Azure work tog...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
SYS-CON Events announced today that Secure Channels will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. The bedrock of Secure Channels Technology is a uniquely modified and enhanced process based on superencipherment. Superencipherment is the process of encrypting an already encrypted message one or more times, either using the same or a different algorithm.
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...