We're now in an age of content marketing. Brands have a plethora of online channels, all of which need a steady supply of quality content. Most companies now have a community manager or external agency who can create, or at the very least, curate some of this information.
At the top of the pyramid is the Editor. His or her job is not generally to write stories or put together the paper. They are there to ensure that the finished product meets the required standards laid down by the proprietor, its content is of a sufficiently high standard to keep readers interested and that the editorial ‘line’ dictated by the Board is adhered to.