There's a broad grey line between "factual objective news reporting" and "storytelling" and the word journalism isn't specifically defined enough for it to be strictly towards the news reporting edges of that grey area. As Wikipedia puts it (with all the lack-of-credibility of quoting Wikipedia as a source, I'll admit): "Journalism, however, is not always confined to the news media or to news itself, as journalistic communication may find its way into broader forms of expression, including literature and cinema."
To me, journalism as commissioned by The Rolling Stone is _supposed_ to be "embellished storytelling". The front page of the NY Times? Sure, that's supposed to be "news" not story telling. But a long-ish form article in the "Sunday Review" section of the Times? At least my expectations lean closer to a Rolling Stone story than a hard hitting fact checked piece of investigative journalism...
[1] http://fortune.com/disrupted-excerpt-hubspot-startup-dan-lyo...
[2] HN discussion https://news.ycombinator.com/item?id=11369632
If you genuinely want to get a read on the guy listen to this long form interview on Fresh Air from a couple days ago:
http://www.npr.org/2016/04/05/473097951/laid-off-tech-journa...
He comes across as quite lucid and nuanced in my opinion, and also credible, as he has been covering the tech industry for decades and has a sense of context (he was also fake Steve Jobs by the way) rather than a "look at these crazy start up kids" point of view.