Brand journalism is storytelling meant to draw readers to a company’s field of expertise, without laying on the hard sell.

Familiar examples include the cocktails-and-recipes magazines you might pick up at the liquor store, or inflight magazines on airplanes that report from exotic destinations.

But the digital age has given brand journalism a new urgency. It’s becoming a force that could shape the way all of us receive our information.

via Is that an ad or a news story – and does it matter which? – The Globe and Mail.