If you are interested in the future of the state of journalism and media, as I am, check out this interesting story: Can Tech Startups Do Journalism? The story examines three titles–MEL, Real Life, and Van Winkleâ€™s–and asks whether these models could be representative of the future of publishing. As interesting as the question of whether tech startups are up to the task is the notion of the changing model of publishing itself. MEL and Van Winkle’s, for instance, are published by retailers with an interest of taking part in their respective industry conversations with customers (Dollar Shave Club and Casper).
Writer Alyssa Bereznak examines the new space that these types of publications are beginning to carve out: “In its efforts to stake out some editorial integrity, Van Winkleâ€™s wedged itself into a space between journalism and sponsored content, which the American Press Institute defines as material that â€œtakes the same form and qualities of a publisherâ€™s original contentâ€ and â€œserves useful or entertaining information as a way of favorably influencing the perception of the sponsor brand.â€ In her story, Bereznak also looks at other custom publications, such as Here, published by luggage company Away and others. It’s an interesting read to be sure.