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.
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