Section B2 · Services

Brand journalism

Reporting, on your masthead.

Stories built from interviews, documents and data, written by people who used to do it for a paycheck.

A brand journalism program works when readers stop noticing who published it. That happens when the story has a news peg, named sources and a point of view someone could disagree with. We plan each piece like an assignment: a working headline, a reporting question, a source list and the documents we need to see.

Our reporters interview your subject-matter experts, your clients where they agree to it, and outside voices such as economists, analysts and trade association staff. Quotes are recorded and transcribed. Numbers are checked against a primary document, never against another article.

Anatomy of a reported story

Headline and deck: tested against the reporting Lede with a news peg a reader cares about Nut graf: why this matters now Body: named sources, documents cited Chart with source line and sample size
Every draft arrives with a sourcing memo that maps each claim to its source.

What you receive

  • An editorial calendar built around news pegs in your sector
  • Drafts with a sourcing memo and a fact-check log
  • Headline options, meta descriptions and pull quotes for social
  • Recorded interviews and transcripts, retained per your records policy

Read a sample article or see the insurance newsroom case.