The rise of native advertising, and what some are calling “brand journalism,” has triggered a wave of revulsion and horror in media circles. A feature-length piece in the Financial Times is just the latest in a series of such pieces bemoaning the fact that PR people outnumber journalists 4 to 1, and companies are publishing their own newspapers. There’s no question the web has allowed brands to become media entities — so what should traditional media do about it?
As painful as it may be to hear, the only real answer is: try harder. In other words, traditional journalists need to step up their game, and try to give readers something extra — something unique, whether it’s insight or joy or whatever they feel is their unique selling proposition. Rewriting press releases isn’t going to work when companies live-stream and live-blog their own product launches.
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