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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The 17th edition of The New Yorker Festival begins Friday, including for the second year some panel discussions and events sponsored by brands.Raymond James, the financial services company, will sponsor two panels on Sunday: "Food Pilgrammages," which will focus on "destination dining," and... Continue reading at Advertising Age
[ Advertising Age | 2016-10-06 00:00:00 UTC ]
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Debut British author K J Orr has beaten off competition from Booker Prize-winning Hilary Mantel to win the £15,000 BBC National Short Story Award with BookTrust for 2016. Continue reading at The Bookseller
[ The Bookseller | 2016-10-05 00:00:00 UTC ]
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After the ARCs went out for Sarah Domet's debut novel, its cover went through a complete redesign. Here's why. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-10-03 00:00:00 UTC ]
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Granta has acquired The Earlie King and The Kid in Yellow, a debut novel by Irish writer Danny Denton. Continue reading at The Bookseller
[ The Bookseller | 2016-10-01 00:00:00 UTC ]
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In this podcast: 2:31: Today on the show, Dan catches up with the Sun's media critic David Zurawik to talk about last Monday's televised debate between Donald Trump and Hillary Clinton. With Clinton widely seen as the winner of that debate -- well prepared, with attacks on Trump's record that... Continue reading at Baltimore Sun
[ Baltimore Sun | 2016-09-30 00:00:00 UTC ]
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William Heinemann is publishing in October a Regency short story collection, Snowdrift and Other Stories, by late historical romance novelist Georgette Heyer, including three newly-discovered tales. Continue reading at The Bookseller
[ The Bookseller | 2016-09-30 00:00:00 UTC ]
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The Biographers' Club has revealed the shortlist for the 2016 Tony Lothian Prize, which awards £2,000 to the best proposal for an uncommissioned first biography. Continue reading at The Bookseller
[ The Bookseller | 2016-09-30 00:00:00 UTC ]
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Ebury is publishing two more books from Rowan Coleman, author of 2015 Richard and Judy selection The Memory Book (Ebury Press). Continue reading at The Bookseller
[ The Bookseller | 2016-09-27 00:00:00 UTC ]
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Here are six ways people can make a difference in the world, according to global anti-poverty activist Marlow, author of ‘Doing Good is Simple.’ Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-09-27 00:00:00 UTC ]
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Verizon is trying to become a media company, but history isn't littered with examples of telecoms succeeding at content. It's hard to combine two radically different DNAs, build a publishing arm from scratch and change consumer habits. When you have different businesses, it can be difficult to... Continue reading at Digiday
[ Digiday | 2016-09-26 00:00:00 UTC ]
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Proving that everything good and pure in this world will one day be snatched from us, the news broke this week that Mary Berry, the improbably named, immaculately coiffed cookbook author who has served as a judge on “The Great British Baking Show” since its inception in 2010, will be leaving the... Continue reading at Los Angeles Times
[ Los Angeles Times | 2016-09-25 00:00:00 UTC ]
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An evident labor of love that could have benefited from a sharper thematic focus, “Never Surrender: The Ed Ramsey Story” pays tribute to the late WWII hero who earned a place in military lore for having led the last cavalry charge in U.S. military history. Illinois-born Ramsey, who died in 2013... Continue reading at Los Angeles Times
[ Los Angeles Times | 2016-09-24 00:00:00 UTC ]
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News Corp is testing a content-recirculation widget that lets several of its publications including The Wall Street Journal share their articles on each other’s sites. With the so-called Project Hamilton, the publisher is seeking to keep readers on its sites longer. Other publishers are turning... Continue reading at Digiday
[ Digiday | 2016-09-23 00:00:00 UTC ]
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Penguin Australia has come under further fire for publishing disgraced health blogger Belle Gibson's cookbook, with court files revealing the publisher was aware of obvious "gaps" in her story. Continue reading at The Bookseller
[ The Bookseller | 2016-09-22 00:00:00 UTC ]
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Ebury Press has signed "the backroom story" of Team GB’s Olympic success to be written by Times journalist Owen Slot. Continue reading at The Bookseller
[ The Bookseller | 2016-09-22 00:00:00 UTC ]
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As the owner of Cosmopolitan, Elle and Esquire, Hearst is known for its globally-recognized media brands. But for its latest content play, the company is keeping things close to home. On Sept. 27, the publisher is set to debut HearstLive, a new multimedia installation that will display curated... Continue reading at AdWeek
[ AdWeek | 2016-09-21 00:00:00 UTC ]
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The news magazine launches a new event to boost its profile in cultural coverage. The post At The Week Live, Magazine Content Comes to Life appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-20 00:00:00 UTC ]
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Three short stories by the queen of Regency romance have been discovered by her biographer and are being reprinted in a new volumeA trio of forgotten stories by the queen of Regency romance Georgette Heyer have been uncovered by her biographer and are due to be published, for the first time in... Continue reading at The Guardian
[ The Guardian | 2016-09-20 00:00:00 UTC ]
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Booker Prize-winner Hilary Mantel, poet and author Lavinia Greenlaw, and short story writer K J Orr have all made the shortlist for the BBC National Short Story Award with BookTrust for the second time. Continue reading at The Bookseller
[ The Bookseller | 2016-09-17 00:00:00 UTC ]
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Little, Brown imprint Corsair has acquired Difficult Women, a collection of short stories by US writer Roxane Gay, for publication in January 2017. Continue reading at The Bookseller
[ The Bookseller | 2016-09-10 00:00:00 UTC ]
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