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 entrepreneurs who launched the Call Me Ishmael storytelling project have invented a device that they hope will become a fixture in bookstores and libraries: a phone that allows bibliophiles to anonymously share stories about their favorite books. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-11-12 00:00:00 UTC ]
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They’ve done ghosts and zombies and vampires and ghosts and freaks and witches and also ghosts, but co-creators Ryan Murphy and Brad Falchuk will have to come up with a brand-new spooky concept as FX renews “American Horror Story” for a sixth season. The first four seasons of the popular... Continue reading at Los Angeles Times
[ Los Angeles Times | 2015-11-11 00:00:00 UTC ]
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Jennifer Hayden's graphic memoir, 'The Story of My Tits', is not just a history of surviving breast cancer, it's the story of her life. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-11-11 00:00:00 UTC ]
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Oetinger, one of Germany’s largest children’s books publishers, has launched a new company, Storydocks, dedicated to interactive and digital storytelling. The post Storydocks: New Storytelling Start-Up from Oetinger appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-11-10 00:00:00 UTC ]
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David Almond introduces a gallery that opens doors into the stunning illustrated children’s books coming out of Iran including The Little Black Fish, a book that is beloved in Iran and now published in the UK for the first time Continue reading... Continue reading at The Guardian
[ The Guardian | 2015-11-10 00:00:00 UTC ]
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Nosy Crow is publishing a retelling of the nativity story to raise money for War Child, a charity that supports Syrian refugee children. Continue reading at The Bookseller
[ The Bookseller | 2015-10-30 00:00:00 UTC ]
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This week, Jonathan Franzen's latest book, "Purity," tops the Los Angeles Times bestseller list after seven weeks on the chart. Franzen is among America's most high-profile novelists, and he likely reached many new readers with an appearance on "The Late Show with Stephen Colbert." In a sketch... Continue reading at Los Angeles Times
[ Los Angeles Times | 2015-10-29 00:00:00 UTC ]
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Audible has commissioned a dramatization of Carmilla, a 19th century gothic vampire novella by J. Sheridan Le Fanu, starring David Tennant and Rose Leslie. The story, first published in 1872, pre-dates Bram Stoker’s Dracula by over two decades. The story is about 18-year old Laura (played by... Continue reading at The Bookseller
[ The Bookseller | 2015-10-28 00:00:00 UTC ]
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Allen Lane, while knighted for services to literature, was never much of a reader. Were brothers Richard and John written out of their own bestselling story?Eighty years ago, three brothers – Allen, Richard and John Lane – founded Penguin Books in London. The brothers planned the venture in... Continue reading at The Guardian
[ The Guardian | 2015-10-27 00:00:00 UTC ]
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In the future, we may remember 2015 as the year when content fragmentation hit the mainstream. Facebook Instant Articles (or Facebook IA in the interest of brevity), Snapchat Discover, Apple News, Twitter Moments, and ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-26 00:00:00 UTC ]
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In the French city of Grenoble, there are unusual vending machines that don't dispense soda or snacks -- they print out short stories that look like paper receipts instead. These machines were built by a publishing company called Short Éditi... Continue reading at Engadget
[ Engadget | 2015-10-24 00:00:00 UTC ]
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Michael Morpurgo has donated his archive, including a handwritten draft of Private Peaceful (HarperCollins Children’s Books) and material relating to the stage and screen adaptations of War Horse (Egmont), to Newcastle based children's literature centre Seven Stories. Continue reading at The Bookseller
[ The Bookseller | 2015-10-22 00:00:00 UTC ]
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In 1990, Pierre N. Leval, then serving as a federal judge, ran across an unexpected stumbling block while crafting a Harvard Law Review article about the “fair use” doctrine of American copyright law. To wit, he was worried that quoting his own cases, exactly as they had been published in law... Continue reading at Slate
[ Slate | 2015-10-20 00:00:00 UTC ]
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Anthology of uncollected writings should secure a reappraisal of notorious occultist, says publisherAleister Crowley, the occultist once dubbed the “wickedest man in the world”, is due for a reassessment as a short-story writer, according to a new anthology of his uncollected writing which... Continue reading at The Guardian
[ The Guardian | 2015-10-15 00:00:00 UTC ]
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Snapchat's retreat from home-grown content reflects an inherent tension between platforms and publishers. The one-to-one messaging app has been courting traditional publishers and everyday people to post directly on the platform, but at the same time, like other platforms, it’s trying to create... Continue reading at Digiday
[ Digiday | 2015-10-13 00:00:00 UTC ]
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Here's a reversal pretty much nobody saw coming: What used to be regarded as one of the most skippable forms of advertising -- custom content -- is now being held up by many in the industry as the thing that just might save advertising from all manner of ad-avoidance behavior, including ad... Continue reading at Advertising Age
[ Advertising Age | 2015-10-12 00:00:00 UTC ]
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The search giant’s attempt to compete with Facebook Instant Articles and Apple News is drastic – but should be welcomedIn the world of sci-fi, some genius inventor type comes up with a device which immediately disables all guns, missiles, torpedoes, everything. At the flick of a switch, the rate... Continue reading at The Guardian
[ The Guardian | 2015-10-11 00:00:00 UTC ]
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When sickly Bostonian Edward J. O'Brien put together the first "Best American Short Stories" anthology in 1915, short stories were considered junky pop culture. He was hoping that his project would elevate the short-story form. He had no idea he was launching a series that would last a century... Continue reading at Los Angeles Times
[ Los Angeles Times | 2015-10-10 00:00:00 UTC ]
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Today more than 400 ‘big books’ are published in the hope of capturing the Christmas market. Which of the following will sell the most by 25 December?How Super Thursday turned a publishing pile-up into a marketing triumph With more than 400 titles due to be published today, the betting is on for... Continue reading at The Guardian
[ The Guardian | 2015-10-08 00:00:00 UTC ]
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Jonathan Buckley has won the £15,000 BBC National Short Story Award for ‘Briar Road’. This evening (6th October) he was presented with the prize of £15,000 by this year’s Chair of Judges Allan Little at a ceremony held in the BBC’s Radio Theatre in London. The news was announced live on BBC... Continue reading at The Bookseller
[ The Bookseller | 2015-10-07 00:00:00 UTC ]
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