GE Becomes Legitimate Online News Publisher

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By: Lucia Moses | Digiday

After a very entertaining stunt with Jimmy Fallon, GE, an early adopter of content marketing, has been putting a focus on hard news of late.

GE has used sites like The Economist and Quartz for native advertising to promote itself as a supporter of innovation. But its biggest and most visible effort to date came in March with the introduction of Pressing, a policy news hub that pulls in content from millennial-aimed Vox, where Pressing made a splash as a launch sponsor.

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