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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Axel Scheffler has usurped Tony Ross in the list of 2021’s most lucrative illustrators through Nielsen BookScan’s TCM. Continue reading at The Bookseller
[ The Bookseller | 2022-01-29 03:07:14 UTC ]
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Ahead of the 2022 Beijing Winter Olympics, Swiss sportswear brand On brought the pages of a graphic novel to life to introduce a new hero to the next generation of athletes. The 10-minute film, entitled "Black Ice," is about Akwasi Frimpong, the first skeleton athlete from Ghana and only the... Continue reading at AdWeek
[ AdWeek | 2022-01-20 13:08:00 UTC ]
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Creative Access is celebrating its 10th anniversary with a new website and brand identity as industry heads such as Stephen Page and Tom Weldon pay tribute to the social enterprise’s impact. Continue reading at The Bookseller
[ The Bookseller | 2022-01-19 22:49:33 UTC ]
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Adam Strange has joined Gleam Futures as head of publishing while Oscar Janson-Smith has been appointed as literary agent. Continue reading at The Bookseller
[ The Bookseller | 2021-12-15 14:45:09 UTC ]
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Why Antonin Dvorak’s prediction about American classical music didn’t come true. Continue reading at The Washington Post
[ The Washington Post | 2021-12-10 13:00:00 UTC ]
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The White Review has launched a £10,000 crowdfunding appeal to safeguard its future after two "very hard" years for the literary and culture magazine. Continue reading at The Bookseller
[ The Bookseller | 2021-12-06 08:27:57 UTC ]
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The Future of TV Briefing this week reviews the flurry of activity on the TV ad measurement front since the summer when the Media Rating Council stripped Nielsen of its accreditation and NBCUniversal opened the doors to alternative providers. The post Future of TV Briefing: How the TV ad... Continue reading at Digiday
[ Digiday | 2021-11-24 05:01:00 UTC ]
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Penguin Random House worldwide chief executive Markus Dohle says he is "optimistic" about the future of the publishing industry, claiming "it's the best time in this business since Gutenberg invented the printing press". Continue reading at The Bookseller
[ The Bookseller | 2021-11-20 11:07:03 UTC ]
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The owners of award-winning independent bookshop Book-ish are raising funds to "secure their future", seeking to buy their premises before it goes on the open market. Continue reading at The Bookseller
[ The Bookseller | 2021-11-18 16:44:18 UTC ]
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In his new book, 'Future Morality,' David Edmonds collects writings of contemporary philosophers focused on the moral issues we may face in the near future, including changes to medicine, communication, and humans’ relationship to machines. Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-11-10 05:00:00 UTC ]
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Bookselling is still “not particularly diverse” say trade figures, as a scheme launches to help entrepreneurs from underrepresented communities start bookshops. Continue reading at The Bookseller
[ The Bookseller | 2021-11-09 08:43:41 UTC ]
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Having taken the reins at Faber & Faber in April, Mary Cannam was able to report record turnover and profit in its most recent results—but there remains plenty of work to do, she says. Continue reading at The Bookseller
[ The Bookseller | 2021-11-09 02:22:31 UTC ]
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The conservationist on the hope that guides her — and why it’s not the same as optimism. Continue reading at The Washington Post
[ The Washington Post | 2021-11-05 12:00:00 UTC ]
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Despite having to adapt its plans to celebrate its half-century, art and craft specialist Search Press posted record results in the lockdowns, and is anticipating further growth once craft fairs and high streets gather momentum. Continue reading at The Bookseller
[ The Bookseller | 2021-10-30 06:01:57 UTC ]
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Dear Readers, In what feels like a never ending cycle of disappointing media news, last week we in the literary community were astonished to learn that after two decades The Believer magazine will discontinue publication. (Since 2017, The Believer has been published by the Black Mountain... Continue reading at Electric Literature
[ Electric Literature | 2021-10-28 11:05:00 UTC ]
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Publishers shared insights at the Digiday Publishing Summit at the end of September in Miami. The post Publishing Summit Recap: Publishers establish infrastructure to future-proof data sets appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2021-10-19 04:01:00 UTC ]
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Nielsen is getting a new look, with its first brand refresh in five years and a new logo for the first time since 2007. The media measurement company sold its Global Connect business, Nielsen IQ, to Advent International in March, and the new campaign is designed to update the marketplace's view... Continue reading at AdWeek
[ AdWeek | 2021-10-18 11:00:00 UTC ]
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Hearst builds a Youth + Wellness Group Airship to show advertisers potential opportunities for virtual, co-branded experiences that can reach young female gamers. The post Hearst launches blimp in the metaverse in a bid to show advertisers virtual co-branded opportunities appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2021-10-08 04:01:00 UTC ]
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The time has come for school librarians and their allies to abandon their traditional advocacy toolkits and to act boldly to secure the future of the profession. Continue reading at Publishers Weekly
[ Publishers Weekly | 2021-10-08 04:00:00 UTC ]
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The New Futures Initiative - launched at the end of September and announced in The Bookseller - is a scheme to reach out to individuals from underrepresented groups and encourage them - through mentoring and tangible support - to open a bricks and mortar bookshop. Continue reading at The Bookseller
[ The Bookseller | 2021-10-07 16:15:45 UTC ]
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