Commercial Communication in the Digital Age

Ángel Arrese and Francisco J. Pérez-Latre

2.4The Rise of Brand Journalism

Abstract: There are few commercial communication concepts that have had a rise as spectacular and fast as brand journalism. Brands’ journalistic activities were usually considered under the category of content marketing and are also sometimes described using terms such as custom content, content publishing or corporate journalism. Although corporate journalism is an old practice, its development in digital environments has elevated it to a new dimension. Today, as a matter of fact, there are few large corporations or brands that resist the urge to start initiatives in the field: brand journalism seems like a modern marketing imperative.

This chapter tries to clarify the ...