University launches brand journalism site to tout news, research

Whether the news is about cellphone germs or the northern lights, University of Alberta’s Folio allows the organization to tell its own story and cite its researchers.

When a Canadian province banned the trophy hunting of grizzly bears, Folio considered the wider implications under the headline, “Fierce debate roars to life over grizzly bear hunt.

The new publication looks like a general interest website serving an educated readership. In fact, it’s a brand journalism site the U of A launched this month, joining a host of organizations that are covering stories they want to be told.

Folio capitalizes on changes in the way people consume news. The public is getting its information from a wider variety of sources than ever before, says Michel Proulx, university director of news and media relations.

“We want to be one of those news sources that’ll come up on their feed or that people will actually go to for news,” he says.

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