The peculiar logic of the content marketer Justified critics of established mass media? Or just lobbyists for their own cause?
By Lutz Frühbrodt / Again and again, leading names in content marketing (CM) have questioned whether the media system in Germany is fit for purpose. They claim that journalism is under-resourced, not independent, and active only in user-unfriendly filter bubbles. In contrast, they say, content marketing – advertising using journalistic means – is user-friendly and beneficial. In fact, “corporate journalism” is often of higher quality, they argue. However, analyzing their arguments shows that the logic of CM lobbyists is often skewed. continue to article