Branded content camouflages what companies have been trying to do since time immemorial: Sell you stuff. Here's a better idea.As digital media blunts the impact of advertising, brands are looking for new ways to lure consumers. The latest, buzziest effort has been to publish stories that look and feel journalistic. The key strategy of branded content or "native advertising" is to hide the commercial imperative, and even the brand altogether, so that readers think they're consuming a familiar newspaper or magazine. This is supposed to make brands seem more reliable, familiar, and indispensable. But it's a sham—a shortsighted attempt to trick consumers into opening their wallets. Instead of brands, real people and real tones of voice will become the interface between consumers and products.Read Full Story Continue reading at 'Fast Company'
[ Fast Company | 2016-06-07 00:00:00 UTC ]
News tagged with:
#key strategy
#branded content
#real people
The future of the Bertrams wholesaling business is at risk following the sale of its online bookshop The Wordery and the temporary closure of its book supply business as a result of the coronavirus lockdown. Continue reading at The Bookseller
[ The Bookseller | 2020-05-02 22:55:42 UTC ]
More news stories like this | News stories tagged with:
#strategic review
#coronavirus lockdown
#bookshop
Looking back and charting changes in a business as multi-faceted and all-encompassing as children’s books is a tricky business. Given that the peak titles from the past last a very long time while most titles fade away fairly fast and the least successful disappear surprisingly completely it is... Continue reading at The Bookseller
[ The Bookseller | 2020-04-29 19:37:34 UTC ]
More news stories like this | News stories tagged with:
#tricky business
#long time
The days in quarantine would all blend together if it weren’t for Tuesday, which is the day new books hit the (now metaphorical) shelves. Here are a few of the titles dropping today. You can get them from your local indie and/or Bookshop (which, by the way, has now raised over one million... Continue reading at Literrary Hub
[ Literrary Hub | 2020-04-28 13:57:38 UTC ]
More news stories like this | News stories tagged with:
#local indie
#million dollars
#bookshop
HQ has bagged a second book by comedian Katy Brand, billed as part manifesto, part celebration of Mary Poppins. Continue reading at The Bookseller
[ The Bookseller | 2020-04-23 12:45:31 UTC ]
More news stories like this | News stories tagged with:
#part manifesto
#mary poppins
Magazine publisher Future Publishing has adapted its content over the last six weeks to be more helpful for readers. The Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-04-20 16:19:08 UTC ]
More news stories like this | News stories tagged with:
#magazine publisher
Digital publisher develops commercial break that avoids pandemic stories, as industry struggles with skittish advertisers. Continue reading at Advertising Age
[ Advertising Age | 2020-04-17 17:36:26 UTC ]
More news stories like this | News stories tagged with:
#bad news
#digital publisher
The Printing Charity's Print Futures Awards 2020 is open for entries, offering people aged 18 to 30 working in UK print-related organisations the opportunity to apply for grants of up to £1,500. Continue reading at The Bookseller
[ The Bookseller | 2020-04-08 22:09:38 UTC ]
More news stories like this | News stories tagged with:
#printing charity
The Andover Bookstores, America’s oldest continuously operated independent bookstore, is turning to customers to help ensure its doors will open again when the new coronavirus passes. Continue reading at Publishers Weekly
[ Publishers Weekly | 2020-04-01 04:00:00 UTC ]
More news stories like this | News stories tagged with:
#future uncertain
For publishing companies to survive a global crisis like the one we're in, Rich Antoniello's formula is 'brand, plus brains, plus balance sheet." He would know, having stewarded Complex through the 2008 financial crisis as CEO, the role he still holds now. But compared to that, the downturn... Continue reading at Digiday
[ Digiday | 2020-03-31 04:00:00 UTC ]
More news stories like this | News stories tagged with:
#global crisis
#digiday podcast
#rich antoniello
#balance sheet
#coronavirus pandemic
#publishing companies
The U.S. Chamber of Commerce, the leading cheerleader for American business owners large and small, remains hopeful that U.S. businesses will emerge from the coronavirus crisis battered and bruised, but not broken. "It's too early to determine the long-term impact on supply chains,... Continue reading at AdWeek
[ AdWeek | 2020-03-27 14:55:42 UTC ]
More news stories like this | News stories tagged with:
#supply chains
#digital content
The Publishers Association has unveiled a brand and website redesign, including a new logo, icon and colour scheme that have been chosen "to reflect the creativity and dynamism of the publishing industry". Continue reading at The Bookseller
[ The Bookseller | 2020-03-25 01:18:09 UTC ]
More news stories like this | News stories tagged with:
#website redesign
#colour scheme
#publishing industry
#publishers association
Faber has revealed a redrawn colophon and new word mark as part of work to refresh its visual identity following last year's 90th anniversary Continue reading at The Bookseller
[ The Bookseller | 2020-03-02 06:30:49 UTC ]
More news stories like this | News stories tagged with:
#90th anniversary
Australian Associated Press board to discuss future of wire service, which is 45% owned by News CorpNews agency Australian Associated Press, whose 180 journalists provide much of the nation’s daily news and photos, is facing an uncertain future as major shareholders Nine Entertainment and News... Continue reading at The Guardian
[ The Guardian | 2020-03-02 01:40:44 UTC ]
More news stories like this | News stories tagged with:
#uncertain future
#daily news
#major shareholders
#independent entity
#media organisations
#content produced
#news corp
Taking a look at some of the world's most innovative libraries and library projects as a way of looking toward the future of these important institutions. Continue reading at Book Riot
[ Book Riot | 2020-02-26 11:38:35 UTC ]
More news stories like this | News stories tagged with:
#libraries
The novel is part of a wave of books about the tumultuous 17th and early 18th centuries. Continue reading at The Washington Post
[ The Washington Post | 2020-02-20 17:15:47 UTC ]
More news stories like this | News stories tagged with:
#daniel kehlmann
“Alternate history, in my opinion, is a more demanding game,” says the author of “Agency” and other science fiction novels, “if only because conventional historical fiction, like history, is itself highly speculative.” Continue reading at The New York Times
[ The New York Times | 2020-01-09 10:00:07 UTC ]
More news stories like this | News stories tagged with:
#alternate history
#william gibson
#science fiction
When news publisher Reach plc launched a new title in December 2018, it was in many ways starting from scratch. Continue reading at Editor & Publisher
[ Editor & Publisher | 2020-01-07 17:45:53 UTC ]
More news stories like this | News stories tagged with:
#news publisher
Penguin Random House US c.e.o. Madeline McIntosh has reassured staff about the future of the Knopf Doubleday Publishing Group following the death of Knopf editor in chief and group chairman Sonny Mehta. Continue reading at The Bookseller
[ The Bookseller | 2020-01-06 02:00:15 UTC ]
More news stories like this | News stories tagged with:
#madeline mcintosh
#knopf editor
Science fiction writers, gazing into the future, envision space-based cargo movers and robots that may eliminate the need for humans to work. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2019-12-31 13:53:59 UTC ]
More news stories like this | News stories tagged with:
#future present
#science fiction
Science fiction writers, gazing into the future, envision space-based cargo movers and robots that may eliminate the need for humans to work. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2019-12-31 13:53:59 UTC ]
More news stories like this | News stories tagged with:
#future present
#science fiction