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Journalists as Brand Storytellers

Updated: Nov 19, 2021

As seen in APeeling in November 2020 by Bill Gerretson


The economic decline being experienced by the news industry may precipitate one of the biggest marketing shifts of the next ten years. Here’s why.


The Free Fall of Journalism:

Journalist jobs are in free fall. In the 10 years ending with 2018, newsroom jobs declined 25%. But in 2019 and 2020, the bloodletting has been horrific for journalists. This is happening not just at newspapers, but also magazines and digital media. There is no longer a safe haven in the news business and journalists are desperate to figure out their next move. The traditional news business is not coming back and they know it.


The Return of Storytelling:

At the same time, the world of marketing is returning to its roots. Storytelling. Mankind has always passed along important information through the telling of stories. It’s how the human brain works best. The rise of the internet to