The Force Behind Successful Brand Journalism

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• November 18, 2011
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Guest post by Todd Blecher, Communications Director, The Boeing Company

Much wisdom did Yoda accumulate. But experience with social media I think not the Jedi had. Yoda’s insistence that we “do, or do not. There is no try,” to brand journalism does not apply.

When it comes to brand journalism the instruction should be “Try. There is no do or do not.” In fact, since April, 2010, when we transformed www.boeing.com into a brand journalism platform, we’ve been all about trying. We started with modest goals and walk-then-run approach that has been essential to sustainable success.

Dispelling the Darkness with Brand Journalism

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• July 28, 2011
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Guest post by Kyle Monson, a former technology journalist and editor at PC Magazine, is Content Strategy Director at JWT. Follow him on Twitter @kmonson

You probably already know this, but we marketers are the bad guys in the battle of good versus evil. One commonly employed metaphor—“The Dark Side”—is particularly apt: we hunt down Jedi masters and destroy Alderaan. The top guys in marketing might refer to themselves as ninjas, but siths is a better descriptor, depending on whom you talk to.

The Evolution of the News Business – Did the New York Times Miss the Point?

• April 6, 2008
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The Business of News

Chapter I – The Town Crier

Chapter II – The Printing Press and Newspapers

Chapter III – Radio

Chapter IV – Television

Chapter V – The Web

Chapter VI – Mobile Alerts

Chapter VII – Blogs