Why branded content requires a set of skills that’s uncomfortable for journalists

Effective branded content is easy to read and informative, but the writer also has to answer to people on the business side and take criticism from advertisers, something journalists do not typically have to do. Adam Ashton, head of The New York Times’ T Brand studio, says those conversations with clients and the business side are familiar to people in the ad world, but very new to journalists. After interviewing candidates for content creator gigs at the T Brand studio, Ashton says former journalists do well with writing branded content, but typically don’t have the thick skin needed to deal with advertisers.