Casper’s shutdown of Van Winkle’s shows the limits of ‘brand journalism’

by Yuyu Chen
When Jeff Koyen joined Casper in 2015 as editor-in-chief of Van Winkle’s, the mattress brand’s standalone online publication, the future looked bright because the company gave him autonomy to build a media property focused on sleep. The launch was heralded as a new brand journalism model: Unlike most brand-owned publications that serve to drive traffic to the company website, V ...Read the full article