Defining Branded Journalism

Markus Lehto and Vili Moisala

Table of contents
1......... Introduction
2......... Defining the key concepts
3......... Methodology
4......... Discussion
Literature

1 Introduction

Branded journalism (Wybenga 2013), brand journalism (Brito 2013; Cole

& Greer 2013; DVorkin 2012; Edwards 2013; Swenson 2012; Zuk 2012),custom

content (Cole & Greer 2013) and content marketing (Basen 2013) are
examples of industry names that are used of the story-based publications

blurring the distinction between journalism and advertising. In addition to

the title also the conceptual content varies depending on whether you ask the
opinion of a communications consultant or a newspaper editor-in-chief. In this

study term brand journalism is used as general concept covering the many
facets of storytelling-based marketing content.

Despite the disagreements in conceptual viewpoints it is evident that

transition from the era of traditional media into the world of diverse digital
communication and social media has brought about challenges concerning
brand management. At the same time advertising is in a major turning point as
traditional channels are losing their popularity. (Wybenga 2013, 2-4; Quinton
2013, 927-928.) New issue arenas (Luoma-aho and Vos 2010; Vos, Schoemaker

& Luoma-Aho 2013) have brought about newborn ways of bringing brands
forward (Gensler, Vlckner, Liu-Thompkins & Wiertz 2013, 243-244).

Although brand journalism is a hot topic there were no peer-reviewed

scientific articles discussing the theoretical framework of the phenomenon

published when this text was written in early 2014. No previous study has

been made to collect the existing definitions and explore their backgrounds
and emphases to define what brand journalism is.

In this study an online issue arena analysis (Vos et al 2014, forthcoming)

is performed to explore how definition of branded journalism is formulated

and discussed by digital marketing professionals, journalists, scholars and

other parties of interest in blog posts and articles published in various social

media arenas open for discussion. Furthermore, study seeks to find out if and
how the differences in definers backgrounds come up in the views.

Firstly, thorough searches in Communication and Mass Media Complete

(EBSCO) and Business Source Elite (EBSCO) databases are performed using
branded journalism and brand journalism as search terms. The search

will then be broadened to Google searches on the world wide web domain.
Search results are then narrowed down to articles published on arenas where

discussion was made possible. Lastly, arenas where less than three comments

per chosen article were posted will be omitted in order to end up with five
discussions on four arenas, an amount qualified suitable for the scope of this
study.

First in chapter 2 the concepts of brand, brand equity, journalism,

marketing, content marketing, advertorial and issue arena are presented.

Next in chapter 3 the methodology is explained and each arena discussion is

analyzed. Finally in chapter 4 a round-up of the commentary is presented and

conclusions made.

2 Defining the key concepts

Brand journalism and branded journalism are definitions that are used
to mean various things. Scientific definitions are scarce and in the industry

discussions viewpoints vary. The only scientific article to date trying to define
brand journalism is Rebecca Dean Swensons dissertation Brand Journalism:
A Cultural History of Consumers, Citizens, and Community in Ford Times

(2012). Swenson describes brand journalism as an age-old concept having its

roots in the long history of company press (Swenson 2012, 23) and performs
a literature review and argues that brand journalism cannot be a substitute
for independent news reporting (Swenson 2012, 29), the main point being

the apparent lack of objectivity when a brand is paying the journalists salary.

Swenson (2012, 28) also gives it a try to separate brand journalism from

branded journalism by quoting a blog comment by an advertising agency JWT

representative: Brand journalism circulates stories that are directly tied to a
product or organizational brand; with the drive for content, some practitioners
assign more value to a concept they call branded journalism in which a

company provides content and starts conversations that have little to do with
their organization, products or services. This is normal ol journalism, brought
to you by Brand X. (Holtz 2011; Kyle M. [pseudonym] comment.)

Outside academic circles most of the definitions are made by people

in marketing business, but some journalists are giving it a go also, most

prominently Amsterdam-based Ebele Wybenga, who has authored a book

on the subject. Like the ad agency JWTs representative, Wybenga separates
brand journalism from branded journalism. According to Wybenga, branded

journalism is about finding real-life stories that couldnt have sprung from
the imagination of brand managers, PR advisers and copywriters (Wybenga

2013, 4). It is about creating content that is so appealing that the potential

customer wants to enjoy it, unlike advertising which is generally just disliked

and skipped. At its best brand journalism is so fascinating that the customer
is willing to spend money on it, and buy brand-owned magazines like Colors

(Benetton) or Acne Paper (Acne), or spend time on brand-operated websites

like Nowness (Louis Vuitton Moet Hennessy). (Wybenga 2013, 6-7.)

Many of the key concepts involved in discussions of branded journalism

are quite ambiguous and to understand brand journalism, both concepts of

brand and journalism must be analyzed. The International Encyclopedia

of Communication stretches brand definition from a tool used to identify

ownership to a symbol that embodies a range of information connected with

a company, a product, or a service (Sheehan 2008) only cautiously implicating

that the most valuable brand identity consists of assets lying beneath the

facade. This study takes a marketing and customer oriented approach on

brands, focusing on cultivating the brand identity by versatile use of brand
knowledge dimensions (Keller 2003) where brand equity is seen relating to the
fact that different outcomes result in the marketing of a product or service

because of its brand, as compared to if that same product or service was not
identified by that brand (Keller 2009, 140). From the variety of well-known

brand aspects brand equity as defined by Keller is chosen here as Keller sees

brand knowledge to be based not on facts, but on feelings and experiences

(Keller 2009, 142), thus reflecting the general ideas behind brand journalism.
Kellers brand equity model (Figure 1) shows the stages of brand development,

starting from identifying the brand and moving up to higher levels of loyalty
that can be strengthened by refined storytelling.
Stages of Brand
Development

Building

Blocks

4. RELATIONSHIPS =
What about you & me?

Branding Objective at
Each Stage

INTENSE,
ACTIVE LOYALTY

RESONANCE

3. RESPONSE =
What about you?

2. MEANING =
What are you?

1. IDENTITY =
Who are you?

JUDGMENTS

PERFORMANCE

FEELINGS

IMAGERY

POSITIVE,
ACCESSIBLE
REACTIONS

POINTS-OF-PARITY
& DIFFERENCE

SALIENCE

DEEP, BROAD
BRAND
AWARENESS

Figure 1: Customer-based brand equity model pyramid (Keller 2009)

When considering the term brand journalism, one must look into the

definition of journalism. According to American Press institute the basis of

journalism is gathering, assessing and then presenting new information for

others (American Press Institute, 2014). On the website of Finlands journalistic

union the guidelines for journalists dictate that journalists must aim to provide
truthful information (Journalistiliitto, 2014). At its core journalism always
wants to be as unbiased as possible, if it didnt it could lose its credibility

and the journalists role as the watchdogs of society would cease to exist.

Luoma-aho and Nordfors (2009, 12-15) talk about attention workers and see

selling attention to advertisers as one of the roles of journalism. In a world

where everyone can decide to become a publisher the amount of information is

overflowing, and attention needs to be earned by creating content that interests

and attracts the consumer.

One also has to consider the definition of marketing when defining brand

journalism, as brand journalism can potentially be seen as part of marketing.

Traditionally marketing can be seen as selling and advertising, but today those
two are considered only to be a part of marketing. Marketing is about satisfying

needs and desires and making profit doing so. (Kotler 2006.) American
marketing association defines marketing as activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings

that have value for customers, clients, partners, and society at large.(American
marketing association, 2013). Marketing can be a tricky thing to completely

define, but for this research, marketing can be considered as a way to advertise,
and potentially sell ones products.

A commonly used advertising concept is advertorial. Advertorial is an

advert that simulates the style of a magazine in which the advert is placed
(Reijmersdal, Neijens & Smit, 2005). It combines editorial content with an

advertisement, so the advert doesnt look like one. This has a lot of common
with brand journalism, which, to an extent, essentially does the same thing,
but with a brand instead of an advert. The key concepts are presented in the
Chart 1.

Concept

Definition

Focus on

Brand
equity

Brand equity relates to the fact Feelings

that different outcomes result in the Experiences
marketing of a product or service because Immaterial values
of its brand, as compared to if that same
product or service was not identified by
that brand. (Keller 2009)

Journalism

Journalism is the activity of gathering, Truth

assessing, creating, and presenting news Ethics
and information. It is also the product of Verified information
these activities.
...purpose to provide people with
verified information they can use to make
better decisions, and its practices, the
most important of which is a systematic
process a discipline of verification
that journalists use to find not just the
facts, but also the truth about the facts.
(American Press Association 2014)

Marketing

Today, there is more to marketing than Wholeness

selling, promoting, advertising, and Profit
publicizing. Selling and advertising are
only two of the many tasks of marketing
management. Briefly, marketing is about
meeting needs profitably.
(Kotler and Keller 2006)

Advertorial

An advertorial, probably the best-known Imitation

example of editorial content mixed with Diversion
advertising, is an advertisement that
simulates the magazines editorial style:
typeface and layout resemble those of
the magazine in which the advertorial is
placed.
(van Reijmersdal, Peter Neijens, and
Edith Smit 2005)

Chart 1: Key concepts

3 Methodology

An issue arena is a novel concept introduced by Luoma-aho and Vos (2009)

as a place of interaction where an issue is discussed by stakeholders and

organizations. Arena is seen as an abstract concept referring to (all those

places) where exchange of views on this issue takes place (Vos, Schoemaker &
Luoma-aho 2013, 202). To understand the debate in the arenas, Vos et al (2014,
forthcoming) suggest a four-level analytical model that takes actors and their
roles into account.

Concerning brand journalism there is no organization whos credibility

is at stake, but rather two opposing sides: marketeers and journalists who seem
to have different viewpoints on the subject, a juxtaposition clearly represented
in debate taking place in the arenas.

The four arenas chosen for this issue arena analysis were blog and column

portals at the websites of Forbes, Marketing, Guardian and MarketingProfs. The

discussions were opened by Helen Edwards (2013) on Brands, journalists and
the truth about brand journalism, Lewis DVorkin (2012) on Inside Forbes:

The Birth of Brand Journalism and Why Its Good for the News Business,
Ann Handley (2012) on Seven Reasons Your Content Marketing Needs a

Brand Journalist, Jayson DeMers (2014) on How to Become A Great Brand

Journalist To Augment Your Content Marketing Strategy and Michael Wolff
(2014) on Ezra Klein, Glenn Greenwald and the odd rise of personal brand

journalism. The discussions were monitored starting from the date of the
first post on each arena to March 4th, 2014. The combined results of the arena
analyses are presented in Chart 2. The discussions on each individual arena are
then opened in the following text.

Level 1: Issue-related aspects

Level 2: The actors involved

Storytelling, transparency,
objectivity, profitability

Level 3: Places of
interaction

Newspaper journalists, marketing

professionals, freelance journalists,
bloggers, anonymous critics and
supporters

BRAND JOURNALISM

Web columns and blog posts

including commentary on the
websites of Forbes Magazine,
Marketing magazine,
MarketingProfs and The Guardian

Level 4: Course of the

debate

As the brands financial backing

cancels out journalistic objectivity,
brand journalism is not journalism
but marketing. On the other hand
no journalist can be truly objective. If done transparently brand
journalism can benefit publishers,
journalists, marketeers, brands and
consumers.

Chart 2: Integral approach on brand journalism using all four levels of issue arena
analysis (Vos, Schoemaker & Luoma-aho 2013).
Arena: Forbes magazines website

Topic: Inside Forbes: The Birth of Brand Journalism and Why Its Good for the
News Business by Lewis DVorkin (2012)
Number of comments: 6

Level 1: Issue related aspects: transparency, ad products | becoming brand

journalist, stories, writing

Level 2: The actors involved: Forbes ad product officer, critical commenter,

president of Forbes.com, director of corporate communications at Cisco |

marketing columnist (Jayson DeMers), contributors of Forbes.com,critic of

brand journalism, supporters of article

Level 3: Places of interaction: 2 blogs on Forbes magazine website

Level 4: Course of debate: ad program that shows brand journalistic articles can

be considered as paid placement or it can be considered as brand journalism.

Ad programs like Forbess own Brandvoice is also used by others (Cisco) |

Writing a good story is something that marketers have to utilize as it is a very

efficient way to get consumers interest. Journalists make good brand journalists
as they already know how to make good stories.

Lewis DVorkin, the writer of the post is a chief product officer of Forbes

media. He specialises in the intersection of digital journalism and social media.

DVorkins opening post focuses mostly on Forbess take on Brandvoice,

their adprogram that has proven to be quite useful. Brandvoice basically is

integrated in to their website so that when you look at articles, it tells you if
it is brandvoice article, meaning it is sponsored content. DVorkin argues that

brand journalism is a tool for advertisers to speak directly to consumers and it

is one of the most quietly talked thing in the media industry today. He however
doesnt talk indepth about what brand journalism actually is.

The post didnt cause much discussion, merely 3 comments, however

the very first post provocally challenged the whole term brand journalism.
DVorkin answered to this and explained that the media industry has to change

and this is about providing people expert information that they can consume.

Two of the comments were behind pseudonyms and one appeared to be a

contributor of forbes.com.

Topic: How to Become A Great Brand Journalist To Augment Your Content

Marketing Strategy by Jayson DeMers (2013)
Number of comments: 7

Level 1 - Issure related aspects: Storytelling, journalism techniques, creating

interesting content

Level 2 - The actors involved: A Forbes contributor, article supporters

Level 3 - Place of interaction: Forbes magazines website

Level 4 - Course of debate: Creating journalistic content is no struggle

anymore as publishing channels are open for anybody. Keeping the concrete

journalistic rules in mind anyone can become a brand journalist. As brands

arent necessarily interesting to the reader as such, using journalistic methods
is a must.

Jayson DeMers is a contributor on Forbes.com that has worked as a columnist

on a number of places including Huffington Post. In Jayson Demerses post

Jayson advices people on how to become a brand journalist. He says that brand
journalism used to be called custom content and that the idea was to offer a
close look on topics the company cares about and it is no longer done in secret,

instead it is done openly. To be a good brand journalist, one has to be able write
good stories and take into account all the things that journalists do.

The discussion that ensued after the post consisted mostly of other

contributors, who answered with their own names. All of them liked the article

and agreed on the importance of good stories nowadays. Contributor Tom

Groenfeldt says that there are many companies that produce relatively simple

content at high expenses, so this is definitely something that they should think
about.

Arena: Marketing Magazines website

Topic: Brands, journalists and the truth about brand journalism by Helen
Edwards (2013)

Number of comments: 3
Level 1 - Issue related aspects: Trust, storytelling, transparency

Level 2 - The actors involved: An author or brand related books, a journalist,

supporter of brand journalism

Level 3 - Place of interaction: Marketing Magazines website

Level 4 - Course of debate: The key controversy with the concept of Brand
journalism is that it while brands tends to present themselves in the best

possible light, journalisms duty is to shed light in the murky corners. On

the other hand, journalists tells entertaining, lighter stories too. Readers arent
stupid, but it has to be clearly shown whos behind the message.

Helen Edwards is one of the writers in marketingmagazine.co.uk. According to

their website she is an award winning columnist that has a PhD in marketing
and MBA from London Business school.

In her post Helen Edwards ponders about the whole idea of brand

journalism. She defines the basis as: The idea is simple enough: that marketers
use the techniques of journalism to create brand-related content, making it

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credible and interesting, so that people will want to consume and share it
(Edwards 2013). However she argues that the name itself is in controversy with

itself. Brand is a commercially aligned word that has a duty to show offers in a

best light possible and journalism on the other hand has duty to get the truth
out.

The post got only 3 responses, but two of them claimed to be of journalistic

background. Pseudonym named ChrisM pointed out that telling good stories is
exactly journalists mission, which is also something that brands want. ChrisM

also said that readers arent stupid, they can spot covert advertisements so
being transparent is truly important.
Arena: MarketingProfs website

Topic: Seven Reasons Your Content Marketing Needs a Brand Journalist by

Ann Handley (2012)
Number of comments: 31

Level 1- Issue related aspects: Storytelling, editorial approach, objectivity

Level 2: The actors involved: local newspaper correspondent, a travel-focused

professional writer, a blog portal owner, a brand journalist, freelance journalists,

PR professionals, supporters

Level 3: Place of interaction: Maketingprofss website

Level 4: Course of debate: While brands have the possibility to act as publishers

and bypass traditional press, their storytelling abilities are limited. Hiring a

person with journalistic skills is advantageous to the brand, as brand people

with top-notch expertise are not necessarily comfortable with writing. The title

could also be brand content creator or corporate journalist. While brand

involvement cancels out objectivity, no journalist can be truly objective.

Ann Handley is chief content officer of MarketingProfs and a monthly

contributor to entrepreneur magazine. In her address Ann Handley brings up

reasons why brand journalists are a good idea to have. Basically she says that
brands have ability to bypass press in their own way. In her opinion good
content isnt about storytelling; its about telling a true story well (Handley
2012).

Handley suggests brand journalist to be a hired member of the staff,

11

specializing storytelling in a human, accessible way; and sparking conversation

about your company, customers, or employees (Handley 2012). She points out
specific points in the trained journalists repertoire that are crucial in telling
a story. One of the points is telling the truth, but no precise definition is

given on how truth should be handled in the marketing context, although

she narrows the concept of truth by suggesting that a brand journalist should
not produce anything negative about the company. Handley asks if a brand
journalist really is a journalist, the answer being kind of. She says a journalst

and a brand journalist are two different things, but both are needed (Handley
2012).

The opening post has inspired 32 replies, some of which are written

by Ann Handley herself as responses to views presented by the commenters.

Comments can be posted by anyone as the website does not require registration.

The lively discourse deals with general differences between a journalist and

a brand journalist. Handley brings out her doubt on whether anyone can be
completely independent: Fox Corp. journalists are still journalists, as are

journalists at The Nation. But I wouldnt say either are fully objective. Would
you.

Arena: The Guardians website

Topic: Ezra Klein, Glenn Greenwald and the odd rise of personal brand
journalism by Michael Wolff (2014)
Number of comments: 92

Level 1 - Issue related aspects: Personal brand journalism, profitability, income

levels, independence

Level 2 - The actors involved: Anonymous writers, pseudonyms, mostly

critics

Level 3 - Place of interaction: The Guardians Website

Level 4 - Course of debate: While setting up an own business may be a good

move for a journalist in a financial sense, it can seriously damage credibility

and integrity. However, not all independent journalists seem to be doing it for
the money, for example Wikileaks seems to be operating from a humanitarian
viewpoint.

12

Michael Wolff is a columnist and an author. In his address Wolff brings out

different personal brand journalists that have risen out recently. He describes
how business shifts from being organized by institutions to being organized

around individual journalists with discrete followings, an idea remarkably

similar to the issue area thinking of Vos & Luoma-aho (2009). Wolff talks about

personal brand journalists, meaning established journalists who have left

their positions in newspapers to start up their own business around producing

content attracting views and advertising income directly to journalists

themselves.

When Wolff talks about brand journalist he talks about a journalist

building up a brand identity for himself. Wolff doesnt take a stand on the ethics
or independence of the journalist trying to make a living and please advertisers

although he ponders on the journalistic side of personal brand journalism and

brings out concerns that journalistic ideals might not be suitable for this.

Wolffs writing inspired lively discussion with 92 comments posted by

March 3rd, 2014. The comments are posted behind pseudonyms and Wolff does

not participate, at least not with his own name. A comment from pseudonym
mobeas seems to capture what many commenters are pondering: Do
universities teach their students that journalism is business? Is making money a

principle of journalism? Is there a conflict between journalism and money? To

sum it up: does financial independence from big publishing houses make you

an independent journalist, or is chasing readers clicks make you subservient

to money?

4 Discussion

For this study 140 comments were analyzed, in addition to the posts made

by the writers themselves. Guardians website had the most comments with

92 and Marketing magazine the lowest with only three. In one of the arenas
the original writer pondered directly on the subject of objectivity, which also

appeared in the comment section of many arenas. Edwards (2013) argues that
marketers should be wary of getting too enthusiastic about brand journalism
because the term itself can be considered as oxymoron. She explains this with

the following: Brand implies a duty to present a commercial offer in the best
possible light. Journalism, conversely, embraces the duty to shed light in
murky corners.

13

Among the comments, there were some that questioned the whole

existence of brand journalism, like the pseudonym dantynan707 commenting

in the Forbes arena to Dvorkin (2012): brand journalism, really? cant you just

call it what it is, which is PR or paid placement? Another pseudonym Susan

Zakin comments in the MarketingProfs arena to Handley (2012): Journalists
are independent. Someone writing for a corporation whose primary mission
is not journalism is not a journalist. Period. This is actually something that
a former wall street journalist Foremski (2012) has agreed on too: Theres no

such thing as brand journalism, or innovation journalism, or anything-else

journalism. Journalism is journalism. When you see it youll know it.

Most of the comments however were positive, praising the original

posts and the idea of brand journalism. Some of the commenters even defended
brand journalism, for instance Journalism is quite simply the act of telling
stories, and if a brand has a story to tell then journalism (or any other form

of content) is a pretty good way to do it. Other commenters pointed out that

many companies have lots of expenses making simplified content by using lots
of money, while hiring a journalist could give them exactly what they need:
good content at a reasonable price.

The arenas also brought up the concept of brand journalists. Wolff (2014)

discusses a brand journalist concept of an established professional having first

created a strong personal brand working for a quality publisher, and then going
independent, producing content for a personal website and cashing in from the
advertising.

However, the rapid and major ongoing changes challenge the industry

players to come up with solutions, and like in the first chapter of this stud it
was expained, the teminology is not constant. Especially Branded journalism

and brand journalism seem to be industry terms used to label and market
a wide variety of storytelling-based advertising tools. Many agencies have
iterated the terminology even further to suit their clients needs. In a broader

scope brand(ed) journalism lies under the concepts of sponsored content or

branded content.

General consensus in the disussions analyzed for this study is that if done

ethically, transparently and openly brands, sponsored content and journalism

can indeed co-exist and form a good and fresh alternative to traditional

marketing communications and advertising. Concerning the topicality of the

14

subject and the absence of scientific studies, further examination is needed,

especially concerning the co-existence of marketing and journalism. In the field
of journalism the concepts of objectivity and transparency in relation to each
other present a highly significant future field of study.The absence of scientific
studies also indicates a need for further examination of the subject.
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