Why Modern Brands Are Becoming Media Platforms
Companies are investing in editorial teams, podcasts and publications to build trust beyond advertising.
Ethan Cole
Business Correspondent
6 min read
From ads to stories
Traditional advertising is losing its grip. Brands are responding by publishing useful, well-made content that people actually choose to read.
Editorial standards
The most respected brand publications hire experienced journalists and give them real independence. Readers can tell the difference.
A long game
Building an audience takes years, not campaigns. The brands that commit to it are creating an asset that compounds over time.
“Audiences reward brands that teach them something, not just sell them something.”
Brands / Media / Marketing
Written by
Ethan Cole
Ethan Cole reports on independent businesses, creative economies and the people building new ways to work. His reporting focuses on founders, small teams and the economic shifts that rarely make the front page.
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