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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This being Generation Flux, perpetual innovation and transformation are imperative, and competitive advantages are, at best, fleeting. Continuous value creation and higher engagement—at lower cost and faster speed and with improved quality—is the key to business longevity. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-29 00:00:00 UTC ]
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Publishers Amberley, Faber & Faber and Ebury are bringing out titles on the Hillsborough disaster after justice prevailed for the victims and their families 27 years on. Continue reading at The Bookseller
[ The Bookseller | 2016-04-28 00:00:00 UTC ]
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Storytellers Agency, a literary agency owned by Swedish publishing group Bonnierförlagen and authors Alexandra and Alexander Ahndoril, is being sold to the Salomonsson Agency. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-12 00:00:00 UTC ]
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Viking has acquired All the Good Things: a "major" debut novel by Clare Sita Fisher. Continue reading at The Bookseller
[ The Bookseller | 2016-04-08 00:00:00 UTC ]
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Verified publishers now have the platform's blessing to distribute sponsored content—provided they do so within the guidelines. The post Facebook Opens Up Branded Content to Publishers appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-04-08 00:00:00 UTC ]
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After the success of Ted Rall's 'Bernie,' the publisher has commissioned works on Hillary Clinton and Donald Trump to drop during this election cycle. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-08 00:00:00 UTC ]
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Facebook has long prohibited publishers, celebrities and influencers from taking advantage of its vast platform to post branded content on their pages, unless it was part of a paid ad campaign on Facebook. As the rules said:"Advertising on Pages: Third-party advertisements on Pages are... Continue reading at Advertising Age
[ Advertising Age | 2016-04-08 00:00:00 UTC ]
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Facebook has officially updated its policy and now allows publishers to post ads in the form of branded content to their pages. Media outlets had been hoping to help driving more money from all their efforts on the social network. The new rules allow verified pages, from publishers like NowThis... Continue reading at Digiday
[ Digiday | 2016-04-08 00:00:00 UTC ]
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The Economist—the 172-year-old British publication known for its thoughtful perspectives on politics, international affairs and finance—will showcase Economist Films for the first time during this year's Digital Content NewFronts. On May 10 in New York, the publisher will tout video formats... Continue reading at AdWeek
[ AdWeek | 2016-04-08 00:00:00 UTC ]
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A show about sensuality that dips into the uncanny. A work of theater that packs a 2-D punch. And early images that captured the electric. Plus: Pieces that play with words and a pop-up storytelling show. “Marilyn Minter: Pretty/Dirty,” at the Orange County Museum of Art. The New York-based... Continue reading at Los Angeles Times
[ Los Angeles Times | 2016-04-02 00:00:00 UTC ]
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Brit + Co will be the primary holidays channel going forward on Snapchat's Discover portal, which gives about two dozen media companies, such as Vice, CNN and Daily Mail, a publishing platform to reach the ephemeral app's young audience. The Brit + Co-Snapchat relationship began during the 2015... Continue reading at AdWeek
[ AdWeek | 2016-03-25 00:00:00 UTC ]
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Springer Nature is to expand its nature.com content sharing initiative to its entire journals portfolio. Continue reading at The Bookseller
[ The Bookseller | 2016-03-23 00:00:00 UTC ]
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Yellow Jersey Press is to publish Sir Bobby Charlton's account of "England's greatest sporting achievement" - the 1966 Football World Cup. Continue reading at The Bookseller
[ The Bookseller | 2016-03-23 00:00:00 UTC ]
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"What if a reader reads a Korean book for the first time and gets disappointed?" asks literary agent Im Young-hee. She has brought 70 or more Korean translations into France. The post Agent: Korean Titles Thrive in France on Good Translation and Universality appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-03-22 00:00:00 UTC ]
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Foreign affairs journalist Christine Toomey traveled 60,000 miles investigating the stories and wisdom of women dedicated to the Buddhist tradition in her book ‘In Search of Buddha’s Daughters.’ Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-03-21 00:00:00 UTC ]
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When The New Republic said last summer that it was creating a brand marketing studio called Novel, it seemed a bit out of character. The magazine, which has been referred to as the "in-flight magazine of Air Force One," has been known throughout its history as a lofty journal of ideas, rather... Continue reading at Advertising Age
[ Advertising Age | 2016-03-21 00:00:00 UTC ]
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Book discovery is about more than simple metadata. Here are five things publishers can do to make their products easier for consumers to find. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-03-18 00:00:00 UTC ]
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Doubleday, an imprint of Transworld, has acquired the latest non-fiction book by Hallie Rubenhold, writer of BBC TV drama "The Scandalous Lady W". Continue reading at The Bookseller
[ The Bookseller | 2016-03-18 00:00:00 UTC ]
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Seven-part serial produced by The Atavist Magazine will enjoy exclusive first-runs on the digital reader app. The post Texture Debuts Exclusive Series with Eyes on Producing Original Content appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-03-17 00:00:00 UTC ]
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Anthony Bourdain, the celebrity chef turned TV show host, believes there's untapped potential with digital media to dive deeper into food and travel stories. During a South by Southwest Interactive keynote moderated by Nathan Thornburgh, chief editor and publisher at Roads & Kingdoms,... Continue reading at AdWeek
[ AdWeek | 2016-03-14 00:00:00 UTC ]
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