‘If We Have to, We Let Them Walk Away’: Branded Content Margin Pressure Squeezes Publishers

Posted Monday, April 1, 2019 12:30 pm

Max Willens | Digiday

Branded content is a vital stream of revenue for most ad-supported publishers. But increased competition and myopic media agency metrics have begun squeezing margins in ways that some publishers say make the economics unworkable.

Comments

No comments on this item Please log in to comment by clicking here

Scroll the Latest Job Opportunities From The Media Job Board

E&P Exclusive Reporting

The election desk: Newsrooms plan comprehensive coverage of a consequential midterm election

With the 2026 midterms fast approaching, newsrooms are preparing for an election shaped by national politics, questions about election security and voters hungry for trustworthy information. For E&P’s October cover story, Editor-in-Chief Gretchen A. Peck spoke with reporters and editors at Votebeat, The Associated Press, The Daily Beast and The Salt Lake Tribune about how they’re planning coverage before, during and after Election Day.

Waymo’s model makes the case for AI, with measurable consumer benefits

What can a self-driving car teach news publishers about AI? Quite a lot, according to Guy Tasaka. In his September E&P “Tasaka’s Tech Talk” op-ed, he argues that publishers should stop framing AI primarily as a way to cut costs and instead demonstrate how it delivers measurable benefits to readers and advertisers. Drawing lessons from Waymo’s safety record, Tasaka offers a roadmap for making AI not just more useful, but more worthy of audience trust.

Latest Legacy Magazine

#NewsPeople on the move

Axios hires Thomas Novelly as it expands defense coverage

Axios has hired Thomas Novelly to cover space and is expanding its Future of Defense newsletter to twice a week, Talking Biz News reports.

Reuters promotes Rossalyn Warren to deputy digital director

Reuters has promoted Rossalyn Warren from audience editor to deputy digital director, Talking Biz News reports.

See more NewsPeople

Latest E&P Partner News

The Villages Media Group enhances production efficiency with ProImage’s NewsWayX

The Villages Media Group has chosen ProImage’s NewsWayX to streamline its production workflow and address long-standing challenges. The installation of NewsWayX, a cloud-based workflow management solution, has enabled the company to achieve greater flexibility, efficiency and accuracy in the printing processes.

D-R Media invests in operational growth with SCS Community Advertising System

D-R Media and Investments of Venice, Florida, has selected SCS’s Community Advertising System to update and enhance its advertising and production workflows. By implementing CAS, D-R Media will benefit from a unified, organization-wide solution that supports display, classified and digital advertising operations, as well as invoicing, accounts receivable and customer account management.

Helping advertisers get found in AI search: Local media’s next revenue opportunity

As AI changes how consumers find and choose local businesses, publishers have an opportunity to help advertisers remain visible. Duda provides the technology and insights publishers need to improve discoverability, measure business results and deliver those services at scale. The result can be stronger advertiser relationships and new recurring revenue.

‘If We Have to, We Let Them Walk Away’: Branded Content Margin Pressure Squeezes Publishers

Comments

Publishers clear major hurdle in Google ad-tech antitrust fight

California invests in local news as Gov. Gavin Newsom signs the California Community NEWS Act into law

Opinion: 6 overlooked reasons California’s Community NEWS Act is ‘a big deal’

Judge approves Paramount’s settlement with states over Warner buyout, allowing merger to soon close

The election desk: Newsrooms plan comprehensive coverage of a consequential midterm election

Waymo’s model makes the case for AI, with measurable consumer benefits

Leaders must create a sense of stability during times of boundless transformation

Students suggest solutions for declining media literacy and diminished trust in news