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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Five years. That's how long "native advertising" has been a thing. That's when digital publishers started offering content marketing solutions to brands. It's when BuzzFeed tripled revenue, further validating that branded content was here to stay. Publishers, new and old, from the New York Times... Continue reading at Advertising Age
[ Advertising Age | 2016-09-08 00:00:00 UTC ]
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For designer Rachel Willey, a new novel by Marisa Silver presented a golden opportunity. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-09-08 00:00:00 UTC ]
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Sphere Fiction has won a "hotly-contested" six-way auction to publish Eva Woods' "life-affirming" story of love, loss and female friendship, How to be Happy, in October 2017. Continue reading at The Bookseller
[ The Bookseller | 2016-09-08 00:00:00 UTC ]
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Joanna Coles' steady rise to the top at Hearst Magazines has reached a new high, with the well-regarded Cosmopolitan editor in chief (and two-time Adweek Hot List Editor of the Year) being promoted today to chief content officer, a new position within the publishing company. "Joanna is a... Continue reading at AdWeek
[ AdWeek | 2016-09-06 00:00:00 UTC ]
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Michele Promaulayko returns to take the reins at Cosmopolitan and Seventeen. The post Joanna Coles Named Hearst Magazines Chief Content Officer appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-06 00:00:00 UTC ]
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Hodder & Stoughton's literary imprint Sceptre is marking the release of a collection of stories about love in November by launching a love-themed short story competition. Continue reading at The Bookseller
[ The Bookseller | 2016-09-06 00:00:00 UTC ]
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Atlantic has acquired Surviving Execution by Sky News journalist and campaigner, Ian Woods. Continue reading at The Bookseller
[ The Bookseller | 2016-08-27 00:00:00 UTC ]
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#true story
Co-founder of Oneworld, Juliet Mabey, and authors A L Kennedy and Irenosen Okojie, have been selected to judge literature development organisation Spread the Word's London Short Story Prize 2016. Continue reading at The Bookseller
[ The Bookseller | 2016-08-19 00:00:00 UTC ]
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When it came time to design the look of the recently released Faber Nature Poets series, Faber & Faber senior designer Eleanor Crow had a wealth of history to draw on. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-08-17 00:00:00 UTC ]
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Even though sponsored content has grown into an essential revenue source for major publishers, many of them are having trouble attracting repeat business, with industry-wide renewal rates hovering around 20 percent. The reasons include a surge in supply as more publishers enter the market, more... Continue reading at Digiday
[ Digiday | 2016-08-15 00:00:00 UTC ]
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A devoted dad's self-published bedtime story, about a hot air balloon, a rabbit and an owl, has got off to a flying start after receiving an order for 2,000 copies from Virgin Atlantic airline. Continue reading at The Bookseller
[ The Bookseller | 2016-08-09 00:00:00 UTC ]
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Helped by solid contribution from its U.S. division, revenue at Quarto Group rose 8% in the first half of 2016 over the comparable period in 2015. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-08-09 00:00:00 UTC ]
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Three German companies, another from Belgium and one from the UK will pitch video game projects to specialists later this month at GamesCon in Cologne. The post Five Publishing Companies To Pitch Their Content at Germany’s GamesCom appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-08-09 00:00:00 UTC ]
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Instagram Stories are just a few days old, but publishers ranging from Bloomberg Business U.K. to Bustle have started playing with the feature. While Stories lack some of the bells and whistles offered by Snapchat Stories (which inspired the Instagram product), social teams are still finding a... Continue reading at Digiday
[ Digiday | 2016-08-08 00:00:00 UTC ]
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Hodder imprint Coronet has acquired narrative non-fiction book No Spend Year by personal finance journalist Michelle McGagh. Continue reading at The Bookseller
[ The Bookseller | 2016-08-06 00:00:00 UTC ]
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Silvertail is to publish a behind-the-scenes account of the 2011 UK riots by former police officer Michael Matthews. Continue reading at The Bookseller
[ The Bookseller | 2016-08-04 00:00:00 UTC ]
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Instagram Stories launched Tuesday, and brands are already using the Snapchat-like feature, which lets marketers and the digital platform's 500 million monthly users curate daily moments that disappear after 24 hours. In fact, General Electric is using its first Instagram story to push a video... Continue reading at AdWeek
[ AdWeek | 2016-08-03 00:00:00 UTC ]
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Red Squirrel imprint Unsung Stories has acquired world rights for three titles due for publication in 2017. Continue reading at The Bookseller
[ The Bookseller | 2016-07-30 00:00:00 UTC ]
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Independent publisher Barrington Stoke is adapting short story "The Pavee and the Buffer Girl" by the late writer Siobhan Dowd into a graphic novel. Continue reading at The Bookseller
[ The Bookseller | 2016-07-27 00:00:00 UTC ]
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Hodder & Stoughton is publishing a book on the "inside story" of the EU referendum authored by Craig Oliver, David Cameron’s communications director, this autumn. Continue reading at The Bookseller
[ The Bookseller | 2016-07-26 00:00:00 UTC ]
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