7 Tenets for Branded Content Creators

That you're reading this article for free, either online or from a mobile app, and probably found it through a "friend" you've never met, makes the following point: Journalism might not be dead, but it isn't breathing normally.

Robert McChesney, author of Will the Last Reporter Please Turn Out The Lights, argues the journalism industry is in a crisis. The decline in reporting jobs, coupled with the rise in public relations spending, is re-routing the paths of would-be journalists to careers in corporate communications, resulting in todays out-of-whack 4-to-1 publicist-to-journalist ratio.

But a third option is emerging: brand journalism. The social web has given rise to new e…
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