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 ]
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As HarperCollins celebrates its 200th anniversary, archivist Dawn Sinclair delves into the HarperCollins archive. Continue reading at The Bookseller
[ The Bookseller | 2017-04-25 00:00:00 UTC ]
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Microsoft’s Windows 10 Mobile Creators Update rides the coattails of the desktop OS, heavily leaning on improvements in Cortana and Edge to nudge Microsoft’s nearly comatose mobile platform further ahead.As the free upgrade rolls out Tuesday, our review of the Creators Update can't help but... Continue reading at PC World
[ PC World | 2017-04-25 00:00:00 UTC ]
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A charity with nearly two centuries under its belt is looking to the future with a bursary aimed at catalysing a love of print among publishing’s young staffers. Continue reading at The Bookseller
[ The Bookseller | 2017-04-24 00:00:00 UTC ]
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It would be tough to argue against Marvel being one of the strongest, most recognized brand names in the world. And with that strength, comes . . responsibility? Sure, but also requests from other brands to partner up so they too can warm themselves on your white hot brand halo. Right,... Continue reading at Fast Company
[ Fast Company | 2017-04-17 00:00:00 UTC ]
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Advertisers remain skittish around political news even as news publishers are seeing big traffic numbers around President Donald Trump. The post ‘Over-indexing on brand safety’: Trump is a boon for traffic, but advertisers remain wary appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-04-06 00:00:00 UTC ]
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Facebook Thursday announced several updates related to branded content: enabling more pages to share it; updating its branded content tag to include the word "paid"; and cleaning up its policy and enforcement guidelines. The social network began allowing verified pages to publish branded content... Continue reading at AdWeek
[ AdWeek | 2017-03-30 00:00:00 UTC ]
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Hachette UK has launched a new diversity initiative, a creative writing hub called The Future Bookshelf, to make publishing more accessible for writers who feel they aren’t well represented by the industry. Continue reading at The Bookseller
[ The Bookseller | 2017-03-25 00:00:00 UTC ]
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One year after opening up livestreaming to the masses, publishers are stepping up their efforts to make money from their Facebook clips. Today, Hearst-owned Elle is running its first branded Facebook Live video for jewelry brand David Yurman. At 2 p.m. Eastern time, the publisher will stream a... Continue reading at AdWeek
[ AdWeek | 2017-03-17 00:00:00 UTC ]
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The elimination of the NEA, which is proposed in President Trump's just-released budget plan, could have a severe ripple effect on independent publishing, as hundreds of small presses depend on funding from the NEA to stay afloat. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-03-16 00:00:00 UTC ]
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As the publishing world gathers for the London Book Fair, now ten years after the birth of the iPhone and the Kindle, Kristen McLean surveys the storytelling landscape. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-03-13 00:00:00 UTC ]
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You wouldn't know it looking at the Twitter account for Hoosier Basketball magazine, which counts just a few hundred followers. But the annual print publication, now in its 47th year, is an Indiana institution. On Sunday, the man who built it into an institution, Garry Donna, passed away at the... Continue reading at AdWeek
[ AdWeek | 2017-03-06 00:00:00 UTC ]
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With Family Christian Stores closing all 240 of its outlet, publishers will have fewer ways of getting their religious materials in front of consumers in bricks-and-mortar locations. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-02-24 00:00:00 UTC ]
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Through disruptive thinking, Jay Lauf and Sam Olstein have taken two of America's oldest brands to the forefront of media Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-02-24 00:00:00 UTC ]
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Programmatic advertising has been back under the spotlight this week, as brands rushed to pull digital advertising in the wake to a The Times exposé on the state of ad misplacement. News publishers also had ads paused across their properties - some for several days. "They [agencies] just wanted... Continue reading at Digiday
[ Digiday | 2017-02-18 00:00:00 UTC ]
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Mark Piesing looks at the opportunities and challenges for Pearson in the UK market. Continue reading at The Bookseller
[ The Bookseller | 2017-02-16 00:00:00 UTC ]
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Greg Hywood, himself a male champion of change, dismays staff by bringing in new management team that sidelines womenFairfax Media’s chief executive, Greg Hywood, has come under fire for appointing 10 men and just one woman to lead his “next generation publishing model”, part of the company’s... Continue reading at The Guardian
[ The Guardian | 2017-02-15 00:00:00 UTC ]
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Fast Company talks with author Yuval Noah Harari, whose new book looks ahead and hazards a few guesses on what's next for humanity. Fast Company talks with author Yuval Noah Harari, whose new book looks ahead and hazards a few guesses on what's next for humanity.Yuval Noah... Continue reading at Fast Company
[ Fast Company | 2017-02-14 00:00:00 UTC ]
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Future Publish's program at Leipzig Book Fair includes a tour, as literary fiction and free speech intersect at conferences in the US and UK. The post Germany’s ‘Future Publish’ at Leipzig; Faber’s Page and Europa’s Reynolds on Literature appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-02-13 00:00:00 UTC ]
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Simon & Schuster UK has promoted Sara-Jade Virtue to a newly created role, special sales director and brand director for commercial fiction. Continue reading at The Bookseller
[ The Bookseller | 2017-02-10 00:00:00 UTC ]
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In this week's episode of KCRW's "Scheer Intelligence," Steve Wasserman, former editor at Yale University Press and the Los Continue reading at HuffPost
[ HuffPost | 2017-02-04 15:51:11 UTC ]
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