Coca-Cola unveils brand journalism website
The company recast its employee magazine as a consumer-facing website that is a highpoint for brand journalism.
The New York Times covered the big debut in a piece that documents the rise of brand journalism. Coke executives described the new website—which isn’t Coca-Cola.com, but instead its corporate site Coca-ColaCompany.com, as “the most ambitious digital project they have undertaken.”
According to the Times‘ Stuart Elliott:
“The reorganized website will offer articles on subjects like entertainment, the environment, health and sports, including longer pieces given prominence in the same way that magazines play up cover pieces. Interviews, opinion columns, video and audio clips, photo galleries and blogs also will be featured.
“The main business-oriented content of the website—material like biographies of executives, investor information, job postings and news releases—will remain after the revamping.”
The new site is called Coca-Cola Journey, which takes its name from “Journey,” a magazine for Coke employees published from 1987 to 1997.
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