Pubs: Don’t Make Brands Your Competition
Posted: 8/1/2013 | By: Bill Momary | NetNewsCheck
Newsrooms may bite their fingernails over every perceived instance of blurred lines between editorial and advertising, but the real threat is that advertisers are going into publishing for themselves as content marketers, finding alternate avenues for distribution of that content altogether.
In a recent interview, The Economist’s managing editor Paul Rossi said, “The opportunity for media companies is to create content that’s compelling for users on behalf of advertisers. … The real issue is how do you make content that’s compelling to a reader that doesn’t feel like an ad. That’s the real challenge.”