We live in a world where news doesn't break. It just happens and we, as consumers, hear about it, read about it, see it happening, live because of social media. As a result, the traditional news avenues for brands aren't what they used to be.

Today, brands have to self-publish. They must tell their own story because newspapers, magazines, TV and radio stations just don't have the time to tell stories like they used to. news is short, punchy and informative these days. Yes, magazines and long form journalism is still kicking to a certain degree, but news outlets are the only one telling good stories.