US journalists increasingly shift to brand journalism roles

A growing number of journalists are leaving traditional newsrooms for brand journalism positions within companies. An analysis by Alex Hamilton of Live Data Technologies shows that more than 2,800 journalists have made the move in the past decade, with 230‑340 transitioning each year. The trend is driven by newsroom layoffs, falling advertising revenue and the rise of AI, which has heightened the value of authentic, human‑written content for brands seeking a strong online presence.

Panelists AJ Smith (The Points Guy), Tracy Middleton (Hone Health) and Sarah Firshein (Tripadvisor) discussed their own moves at a Stacker‑hosted conference, noting that while the core research and writing tasks remain similar, the goals and communication styles differ as the work now serves marketing objectives. Critics question the editorial independence of corporate‑run newsrooms, but proponents argue that brand journalism offers a viable career path for writers seeking stability and new opportunities.