There is a good article about the importance of editorial photography and how companies are realising that by using editorial content they can attract consumers. If you go to a photo editor the article is there. I responded to the blog post and here is what example I gave:-
I was commissioned to shoot editorial content for an advertising agency. The client was an international pharmaceutical company.
A new drug had just come out that gave patients with terminal cancer a better quality of life in their last few months. A range of scenarios were presented and it was my job to capture images that would tell the story. For example, one scenario was playing golf and another was having a barbecue in a park. This was all very editorial in style and the client wanted the images for brochures and their website. It perfectly describes how companies want to attract consumers with editorial style content as you mention. The demand for such content can only increase.
