The rise of the brand newsroom

When critics of branded content rail on about the dangerously blurred lines they see this trend creating, what’s often held up as the chief harbinger of doom is the practice of what’s come to be called “brand journalism.” While the discipline’s champions see this approach—housed in increasingly popular “brand newsrooms”—as a solid way to apply the rigors of journalism to reporting on issues in which a brand has both interest and expertise, detractors look at it more cynically, doubting that brands could provide informative, insightful, and, especially, objective coverage that consumers can trust.

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