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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Audiobook streaming service Storytel is to open in four new markets this year: Russia, Spain, India and the United Arab Emirates. Continue reading at The Bookseller
[ The Bookseller | 2017-03-25 00:00:00 UTC ]
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Phoebe Roy has won Sceptre's "Sceptre Loves" short story prize for "It Was Summer", a story charting a relationship between two men as it changes with the seasons. Continue reading at The Bookseller
[ The Bookseller | 2017-03-25 00:00:00 UTC ]
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Hodder & Stoughton have signed up a new cookery book to accompany an eight-part prime-time TV series commissioned for ITV this spring. Continue reading at The Bookseller
[ The Bookseller | 2017-03-24 00:00:00 UTC ]
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The publisher has about a dozen employees devoted to emerging technologies, but it is selective about which brands it adopts voice skills for. The post How Hearst uses Alexa for Elle and Good Housekeeping appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-03-21 00:00:00 UTC ]
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Head of Zeus has acquired world English-language rights to Polish author Jacek Dukaj’s prize-winning Ice. Continue reading at The Bookseller
[ The Bookseller | 2017-03-16 00:00:00 UTC ]
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The Folio Prize Foundation, in tandem with its sponsor Rathbone Investment Management, is to launch a mentorships programme for students at literacy charity First Story, with the Folio academicians acting as writing mentors. Continue reading at The Bookseller
[ The Bookseller | 2017-03-15 00:00:00 UTC ]
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“Facebook makes me despise many of my friends and Twitter makes me hate the rest of the world,” Gawker founder Nick Denton said.The publishing pioneer, who connected with fellow bloggers at South by Southwest in the early days of web publishing, returned to the festival Sunday to reflect on the... Continue reading at PC World
[ PC World | 2017-03-13 00:00:00 UTC ]
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I.B.Tauris has signed a new book by Northern Irish writer, adventurer and film-maker, Leon McCarron. Continue reading at The Bookseller
[ The Bookseller | 2017-03-10 00:00:00 UTC ]
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SIPs and one-shots are choking off sales of regular-frequency magazines, argues one analyst. The post A Bleaker-than-Reported Newsstand Story appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2017-03-07 00:00:00 UTC ]
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The nonfiction bestseller, which came out last month in China and currently has over 500,000 copies in print, charts the rise of the country's biggest Internet company, app maker Tencent. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-03-07 00:00:00 UTC ]
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Michael Knight, author of the linked story collection 'Eveningland,' picks 10 interlinked story collections, including 'Olive Kitteridge' and 'A Visit from the Goon Squad.' Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-03-03 00:00:00 UTC ]
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Fabled children's book author Dr. Seuss once said that his experience working at Standard Oil 'taught me conciseness and how to marry pictures with words.' Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2017-03-03 00:00:00 UTC ]
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Snapchat is the muse of virtually every app right now. Everybody from Instagram to Tinder is borrowing ideas from the platform, and now it's Medium's turn. Today, the self-publishing site is introducing a new feature for its mobile app called Series,... Continue reading at Engadget
[ Engadget | 2017-03-02 00:00:00 UTC ]
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Designer Will Staehle's book jacket taps into what the 'hypnotic sensibilities' of the novel, a story of obsession and H.P. Lovecraft. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-03-02 00:00:00 UTC ]
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Yelena Moskovich has won the Galley Beggar Short Story Prize 2016/17 for “Marlena or Number 16”. Continue reading at The Bookseller
[ The Bookseller | 2017-02-27 00:00:00 UTC ]
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Blackwell's is to be the new headline sponsor of The Kitschies, the literary awards recognising the year’s "most progressive, intelligent and entertaining works that contain elements of the speculative or fantastic". Continue reading at The Bookseller
[ The Bookseller | 2017-02-23 00:00:00 UTC ]
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Media outlets published video of cyclist responding to catcallers without checking its authenticity. The race for clicks is undermining claims people should trust the newsEven as the media continues to take Facebook to task over its fake news problem, many parts of the news business are doing... Continue reading at The Guardian
[ The Guardian | 2017-02-22 00:00:00 UTC ]
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Cornerstone imprint William Heinemann is publishing a collection of short stories from actor Tom Hanks, anticipated to be a "major publishing event" for PRH this autumn. Continue reading at The Bookseller
[ The Bookseller | 2017-02-22 00:00:00 UTC ]
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Swiss news publisher Le Temps is creating a database of old articles and assigning them relevancy scores to surface evergreen pieces that are most likely to fly. The post How Swiss news publisher Le Temps is resurfacing evergreen content appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-02-21 00:00:00 UTC ]
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Howard Cunnell's Fathers & Sons is a memoir about a search for identity and what it is to be a man that packs a punch that belies its brevity and, despite taking us to dark places, it’s a book about all kinds of love. Continue reading at The Bookseller
[ The Bookseller | 2017-02-17 00:00:00 UTC ]
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