Source: Fortune
Summary
Noah Greenberg, CEO of content syndication company Stacker, has been posting job listings for editorial positions at tech and fintech companies on LinkedIn, sparking engagement and debate about the role of brand journalism. Greenberg argues that the jobs are a sign of a structural shift in who funds journalism, with brands increasingly hiring journalists to produce high-quality content. The trend has raised questions about the independence and accountability of brand-funded journalism. Stacker connects brands with news outlets, allowing them to publish data-driven features that meet journalistic standards. However, critics argue that the model blurs the lines between journalism and marketing, and that transparency about funding sources is essential.
Our Reading
The numbers tell one story. Stacker’s revenue has grown from $3 million to over $10 million in under two years without raising venture capital. Noah Greenberg’s LinkedIn posts have become a barometer for the trend of brand journalism. Journalists are leaving traditional outlets for brand jobs, citing better pay and more freedom. The model raises questions about independence and accountability. The line between journalism and marketing is increasingly blurred. The trend is driven by brands seeking to produce high-quality content that meets journalistic standards.
As Meredith Klein, a PR veteran-turned-brand journalist, noted, “Everyone’s got a platform” and some people are building massive communities. The question remains: who reports the bad news?
Greenberg’s observation that “it’s less important what it’s called, and more important that the work exists” reframes the situation, highlighting the focus on the quality of the content rather than its funding source.
Author: Evan Null
