Is Brand Journalism A Farce?
Can you describe content marketing as journalism? Storyation’s Lauren Quaintance asks the question.
I wrote my first story for a newspaper when I was 11 and, nearly 30 years later, I still describe myself a journalist. The only thing is, I don’t actually work for a publisher anymore. I run my own content marketing agency and we help brands to create editorial-style content to run on their own digital platforms.
Can that content be described as journalism? That’s the debate that’s been swirling around the Internet in recent weeks and it’s starting to look like a nasty turf war. Marketers have begun appropriating terms like “journalist” and “newsroom” and writers and reporters toiling in media companies aren’t happy about it at all.
When Tourism Australia’s outgoing CMO Nick Baker announced this month that the organisation plans to become a publisher and launch a brand newsroom, media types openly guffawed. Since Tourism Australia was inherently biased, it couldn’t possibly be compared to Fairfax, the ABC or News Corp.
When I first wrote about this more than a year ago in a provocatively titled piece “Brands can do better journalism than publishers” the Twitterverse lit up with indignation. Without seemingly reading the piece journalists leapt in, all but blaming me for single-handedly causing the downfall of the media industry.
Others such as the Australian editor for Chief Content Officer magazine Sarah Mitchell have suggested the reason for all this animosity is a holier-than-thou attitude from traditional journalists. She blames “an elitist opinion that traditional media is better or more worthy than brand media”.
The crux of this debate is the assumption that to qualify as journalism, content must be independent and objective. Yet if you check the definition of journalism in just about any dictionary it doesn’t mention this at all; it’s defined as the gathering and dissemination of information. And that’s what content marketing is. It’s not writing about a product you’re trying to sell; it’s useful, inspiring or informative content that creates an affinity with a brand.
That said, I would argue that there are two types of journalism. There is what George Orwell meant when he said “journalism is printing something someone doesn’t want printed”. The hugely important stories that expose corrupt governments, lead to Royal Commissions and free the wrongfully imprisoned.
And then there is a whole lot of journalism that is just useful, informative or insightful information. You might call that service journalism. Think of stories such as “Get Fit at Your Desk” and “Recipes for a Meat Free Monday” (both of which are running on The Sydney Morning Herald’s site as I write this). There is absolutely no reason that brands can’t do service journalism as well as traditional publishers. In fact, since brands have deep insights about the wants and needs of the audiences they are trying to reach, there’s no reason they can’t do a better job.
But back to my original question: do brands have the right to call this journalism? I’m not sure it really matters. The fact is that the audience will decide whether content is good enough to spend their time on and, just as importantly, to share. And no debate about whether it’s technically journalism or not is going to stop them.
Lauren Quaintance is head of content for Sydney agency Storyation.
Disclaimer: Tourism Australia is a client of Storyation.
Please login with linkedin to comment
smart investorLatest News
“The Bulls**t-ometer Will Be On Full Alert”: B&T Awards Live Judge William Leach Shares His Tips For Finalists
B&T Awards judge William Leach is on the lookout for "bullshit". Hopefully he doesn't read our daily newsletter then.
Spikes Asia Appoints Jenny Lau As Events Director
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Expands Executive Leadership Team
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Glow Survey Finds: Consumers Want FMCG Sector To Tackle Plastic Waste & Packaging
B&T encourages FMCGs to tackle plastic waste, except when it comes to tarpaulins, cling wrap or novelty fake dog poo.
IntelligenceBank Ranks No.1 In G2 Digital Asset Management Relationship Index
IntelligenceBank nabs prestigious industry award that sadly comes with neither sash, tiara or swimsuit competition.
New National Association For The Visual Artists Campaign Gives Visual Artists A Shot At Recovery
Today, the National Association for the Visual Artists (NAVA) launched a new campaign, Sit For An Artist, urging everyone who is e
Revolution360 Wins Sydney Trains Contract For Bespoke Assets
Street Poster and OOH provider Revolution360 has been awarded a 7+ year contract with Sydney Trains for its bespoke road-facing advertising assets.
“Leading By Example Is One Of The Most Powerful Things Brands Can Do!” Gumtree’s Erin Holt On How Sustainability Drives Customers
It's top branding tips from Gumtree’s Erin Holt. Who can also get you a top deal on a slightly worn leather recliner.
Why Microsoft Searches For Insurance Have Lifted During COVID (And How This Affects Advertisers)
Study finds searches for insurance are on the up. And here's B&T thinking it would've been Lil Nas X or Emmy frocks.
LinkedIn Names Thinkerbell One Of The Top Aussie Start-Ups In New Study
Gnomes R Us and Haggis-In-A-Cup conspicuous by their absence in LinkedIn's list of hot new start-ups.
72andSunny Strengthens Team With Four New Hires Across Strategy And Creative
72andSunny ups the team with four new hires. Could've even been five if that unsuccessful pitch had gone the other way.
Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Fake Funeral Home’s “Don’t Get Vaccinated” Ad Turns Out To Be Best Pro-Vax Ad Ever!
If only AstraZeneca & Pfizer scientists could manage to distil their products into an M&M-like sugar-coated confection.
ABC News Breakfast Experiences Literal On-Air Wobble As Earthquake Hits Victoria
"Did the earth move for you?" gags doing the rounds after today's earthquake. Unless you actually did get laid, that is.
The Inspired Unemployed Launch Their Own Podcast Via Spotify
Are The Inspired Unemployed making money from their new podcast? If so, is it being declared to Centrelink, B&T poses?
Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?
No one's a greater advocate for inclusion than B&T. Hell, we even have Adelaidians on staff as proof we'll take anyone!
Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered
Know who'd make terrific contestants on The Masked Singer? Henry the Octopus or Mr Blobby.
Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season
If anything, at least real estate house inspections provide an opportunity to laugh at your neighbour's appalling decor.
Channel Seven Reporter Attacked With “Urine” While Reporting!
When they're charging you a $350 call-out fee to arrive a week late, it beggars why these tradies are so angry.
Beer Brand Roasts The High Cost Of Advertising, Instead Pays Drinkers To Plaster Their Home With Its Ads
When it comes to nuclear submarines, Mars Rovers and warped celebrities, America has no peers. Less so with beer.
JCDecaux Unveils Mass Digitisation Plans After Snaring Sydney Trains Advertising Contract
JCDecaux wins Sydney Trains contract. Rather than ads, B&T would prefer to see repeats of I Dream Of Jeannie or ALF.
The Lab Expands Executive Team With Three Promotions
The Lab expands executive team who can now look forward to spending more time in totally pointless executive meetings.
Like It Or Not, TikTok Has Become A Crime Solving App
In the absence of Batman and Robin, it appears Commissioner Gordon can now rely on TikTok to fight the baddies.
InMoment Appoints Eric Weight As Vice President Of Solutions Consulting For APAC
A handy batter, Eric Weight is the perfect addition for InMoment as the office cricket team prepares for a tough summer.
Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
Wunderman Thompson Releases Adland’s Roadmap For The Metaverse
Much like how one can always manage to lose individual socks, the metaverse remains one of the great modern mysteries.
SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
