I once worked at one of Ohio’s largest newspapers. Though I was on the advertising side (at our paper, the advertising and journalism departments did not mix), I still understood the journalists and how they thought.
When moving your company toward brand journalism, you have to build a newsroom mentality among your employees. You have to write differently and perform differently in order to create a news website.
Mark Ragan and Jim Ylisela talk about how traditional media has changed. However, brand journalism is really going back to the “old school” newspaper model.
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