Dreft tweets Jonas baby birth to celebrity media's dismay

02/4/2014 | Adweek

When Kevin Jonas' daughter was born, the news was delivered via a tweet on Procter & Gamble's Dreft detergent account instead of the usual route of celebrity magazines and publicists. The Jonas baby tweet is the latest example of the shift of celebrity editorial from established media outlets directly to brands via social media -- a move that challenges traditional celebrity news formats, according to this article.

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