Gigaom | The Future of Media: Brands Are Publishers Now Too :: brands hiring journos, launching mags::

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What’s the next step in the blurring of the lines between brands and marketing and media and publishing? Mitch Joel, a social-media consultant and author, says that it could be brands hiring their own journalists and putting out their own publications — filled not with canned marketing messages but actual content. Already, Forbes magazine and other media outlets are running brand-produced content alongside their traditional editorial, and companies like SAY Media are effectively devoted to producing that kind of content or helping brands do it themselves.

Read the full piece at gigaom.com

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