Separation of Church and State Is (Mostly) Dead in Media, Execs Say

The age-old sacred barrier that once separated media companies' editorial and sales teams has all but disappeared in the age of branded content and marketing services—and that isn't necessarily a bad thing, a panel of media-company CEOs suggested at a recent Folio:-hosted roundtable in New York. The execs, who represented a dozen mid- to large-sized B2B and consumer-facing media businesses, broadly agreed that today's business climate requires editors to work side-by-side with ad sales teams (and their clients) in order to meet new and evolving demands from marketers and offset declines in traditional advertising. "The only way to truly protect editorial integrity is to have editors involved in the process," said one CEO, arguing that content teams should be an active part of the ad sales process because they typically have the biggest incentive to prevent advertising arrangements from bleeding into editorial. The rise of marketing services divisions and branded content studios within media companies—centralized teams staffed by editors, marketers and sales teams meant to both produce creative but also provide agency-style consulting services to advertising clients—is not the only media phenomenon driving this shift. Similar lessons, many of the CEOs agreed, are being applied to live events, another fast-growing revenue stream for companies across the industry. "Event programming drives your reputation as much as—if not more than—your reporting," argued one CEO.... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2019-07-18 17:39:35 UTC ]
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