Sponsored content doesn’t have to be an oxymoron. As publishers and marketers double down on their commitment to providing deeper branded experiences, instead of traditional advertising, the rules of the road are becoming clearer on both sides. And more so than just four or five years ago; conventions for doing it right have emerged. In talking to a range of publishers of various sizes and categories, we found that the practices ensuring sponsored content maintains a publisher’s voice and integrity take remarkably similar form. Getting it right, making sponsored content serve the interests of readers, publishers and their clients remains a complex process that starts with basic organization and goal setting but also lends itself to certain content formats, as well as execution and measurement regimen. Think like editors In talking to sources, the consensus seems to be that creating authentic sponsored content starts with how the operation is organized and connected to the editorial team. “We are a full-service, one-stop shop,” says Adam Ochman, senior VP, creative and strategy at Leaf Group, whose brand portfolio includes Hunker, LiveStrong.com and Well+Good. A full staff of writers focus solely on branded content, with little outsourcing, he says. That keeps the branded content team in day-to-day contact with the company's editors and processes to ensure its brand voices are ingrained. “We operate more like an editorial enterprise,” says Outside's Sam Moulton, who... Continue reading at 'Folio Magazine'
[ Folio Magazine | 2020-03-05 17:34:24 UTC ]
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Hodder & Stoughton has released a free ebook, No, It's Us Too!, today (11th September)... Continue reading at The Bookseller
[ The Bookseller | 2012-09-11 00:00:00 UTC ]
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Hot on the heels of purchasing Blinkbox and Peter Gabriel's WE7, Tesco has purchased Andy McNab's ebook publishers, Mobcast. It seems clear that the British supermarket heavyweight is currently engaged in a phony war with rival Sainsburys, which snapped up Rovi, Global Media Vault and Anobii for... Continue reading at Engadget
[ Engadget | 2012-09-04 00:00:00 UTC ]
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Eli Horowitz does not think of himself as someone who “fetishizes the book.” But he’s also seen what books become, in digital form, and has not always been impressed. A former managing editor and publisher at McSweeney’s, Horowitz describes much of what he has seen in the digital revolution in... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-09-01 00:00:00 UTC ]
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While Barnes & Noble has created lots of buzz and headlines with its Nook e-reading devices, its future profitability lies in the sale of content. That was the message CEO William Lynch delivered to analysts last week in a conference call discussing first-quarter results. Improved gross... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-08-24 00:00:00 UTC ]
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This new label from the Free Software Foundation aims to help buyers find ebooks and other media distributed without digital rights management restrictions. Continue reading at PC World
[ PC World | 2012-08-22 00:00:00 UTC ]
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#drm-free content
Indian consumers haven't been cut off from Amazon's world of ebook goodies, but their experience is about to get a lot more native with the launch of a local Kindle Store. The prices of over a million books are now available in rupees, and if you're in need of hardware, the latest bare-bones... Continue reading at Engadget
[ Engadget | 2012-08-22 00:00:00 UTC ]
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Hachette Book Group USA sales and marketing chief Evan Schnittman has said publishers need to... Continue reading at The Bookseller
[ The Bookseller | 2012-08-08 00:00:00 UTC ]
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The new sponsor for the Women's Prize for Fiction, up-to-now sponsored by Orange, will be... Continue reading at The Bookseller
[ The Bookseller | 2012-07-24 00:00:00 UTC ]
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BookStats, an annual survey that tracks the American publishing industry, finds that, contrary to doomsday predictions, bookstores and paper-and-ink books are still in demand. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2012-07-19 00:00:00 UTC ]
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Costa has launched a new award for a single, previously unpublished short story, with the winner... Continue reading at The Bookseller
[ The Bookseller | 2012-07-16 00:00:00 UTC ]
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News updates all day from Fast Company.One of the advantages that Google's Nexus 7 tablet may have over its Amazon rival the Kindle Fire is that Google wants to push it out internationally sooner, whereas Amazon is overly US-centric now. But it's emerged that when the Nexus hits British shores,... Continue reading at Fast Company
[ Fast Company | 2012-07-05 00:00:00 UTC ]
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Publishing giants The New York Times and The Wall Street Journal firmed up exclusive deals with Flipboard and Pulse earlier in the week for exclusive content to go out to these third-party mobile apps, but as one Flipboard rival explains, this news c ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-07-02 00:00:00 UTC ]
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News Corp has confirmed reports that the company will be split into separate publishing and... Continue reading at The Bookseller
[ The Bookseller | 2012-06-28 00:00:00 UTC ]
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Social network Anobii is the new title sponsor of the Edinburgh International Book Festival's... Continue reading at The Bookseller
[ The Bookseller | 2012-06-21 00:00:00 UTC ]
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Though results aren't what they used to be, sales still spiked for the first pick. Continue reading at Crains New York
[ Crains New York | 2012-06-10 00:00:00 UTC ]
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'When Captain Flint Was Still a Good Man' is the first novel from Nick Dybek, son Stuart Dybek, and centers on a threat to a fishing community's way of life.The title of Nick Dybek's debut novel, "When Captain Flint Was Still a Good Man," hints at transitions to come, and the phrase "was still"... Continue reading at Los Angeles Times
[ Los Angeles Times | 2012-05-29 00:00:00 UTC ]
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The latest story from a Pulitzer Prize-winning writer will appear in 140-character chunks. The New Yorker is publishing Jennifer Egan's "Black Box" in installments on Twitter, the New York Observer reports. The tweets, which began yesterd ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-05-25 00:00:00 UTC ]
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When Google gave up on its One Pass paid content system last month, RR Donnelley’s Press+ strengthened its standing as the paid content platform of choice for a growing number of news publishers. However, with audience revenue models evolvi ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2012-05-23 00:00:00 UTC ]
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In "United States of Pie," Adrienne Kane updates a Southern classic, banana cream pie, with a subtly salty crust and a layer of chocolate ganache. Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-05-21 00:00:00 UTC ]
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Just as president Obama comes out in favor of gay marriage, a new book takes a close look at American same sex couples, from Walt Whitman to Greta Garbo to Jasper Johns. Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-05-11 00:00:00 UTC ]
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