Journalists are finding news in various ways, including using data from companies' internal records. This data is often shared with reporters by marketing and communications teams. As a result, companies are becoming well-positioned to chronicle changes in human behavior.

Internal metrics are being turned into news stories, a trend that is growing. Companies have traditionally used executives as spokespeople to lend expertise, but now they are using data to create news.

Further details on this trend are available, including information on how companies like content distribution company Stacker are examining the role of tech platforms in everyday life.