MARCOM ’13AMSTERDAMINTRODUCING
How brands can earnattention and credibilityby producing media ofjournalistic quality
1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPR...
Two trends forced journalism and advertising toblendOne: the commercialization of independent mediaTwo: the attention cris...
Controversial ‘native advertising’e result of commercialized independent media
Newspaper ‘specials’ paid by brandsAnother result of commercialized independent media
Global advertising spending is still risingBut is anyone paying attention to these messages?557BILLIONDOLLARSIN 2012**326B...
TV adsShort, intrusive and easy to ignoreSearch adsToo little space for storiesBannersMost clicks are accidentalPAID
Customer mediaA print business slowly going digitalBrand-owned online channelsBuilding your own audience is a big effortOWNED
Social mediaNobody shares if it feels like an adInfluencer outreachTo get people talking, you need to be interestingEARNED
Mass MediaAgeAge of theAmateur Editorial AgeControl broadcaster audience audienceProducers professionals users professiona...
branded journalismbranded content
branded journalismbranded contentbrandedentertainment
Branded journalism is delivered in two waysOne: through ‘sponsored stories’ or ‘native ads’Two: through a media title owne...
1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPR...
TURNINGBRANDSINTOPUBLISHERSPioneerCOLORS MAGAZINEA magazine about ‘therest of the world’ byBenneton
PioneerACNE PAPER10 euros worth ofad-free sophistication
Avant-gardeNOWNESSLuxury groupLVMH lookingfor culturalrelevance
Avant-gardeTHINKQUARTERTLYGoogle’s perspectivein an exclusive printedition
Avant-gardeMR PORTERClever combination ofwebshop and magazine
MainstreamWEIGHT WATCHERSMAGAZINE UK‘Consumers will pay forcontent that’s original,timely, exclusive andauthorative’
MainstreamMB! BY MERCEDESBENZWants to be everyone’sfriend, lacks personality
MainstreamLITTLE WHITELIES APPFree independent filmreviews offered bybrewer Stella Artois
1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPR...
e emergence of a new kind of media companyCombining independent publishing and creativeservices for brands
‘SPONSORSHIP ADS’ MARKET US 2012‘CONTENT’ MARKET UK 2012€ 1 bln*$ 1.56 bln***Content Marketing Association**PEW Research I...
1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPR...
Can we still trust ourmedia tomorrow?Five essential principles
MIRROR YOUR MEDIA ENVIRONMENTRESPECT THE TRUTHDON’T HIDE YOUR BRANDUSE A BYLINEDON’T FAKE INDEPENDENCE
Will your brand succeedin the Editorial Age?Five recommendations
IDENTIFY YOUR NICHE AUDIENCECREATE AN ORIGINAL VOICEFOSTER INDEPENDENT THINKINGTALK PERSPECTIVE, NOT PRODUCTHIRE A TALENTE...
THINK LIKE AN EDITORwww.theeditorialage.comebele@ebelewybenga.com
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Introducing The Editorial Age | Ebele Wybenga

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How branded journalism breeds lasting attention

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Introducing The Editorial Age | Ebele Wybenga

  1. 1. MARCOM ’13AMSTERDAMINTRODUCING
  2. 2. How brands can earnattention and credibilityby producing media ofjournalistic quality
  3. 3. 1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPROTECTINGTHEAUDIENCE
  4. 4. Two trends forced journalism and advertising toblendOne: the commercialization of independent mediaTwo: the attention crisis faced by brands
  5. 5. Controversial ‘native advertising’e result of commercialized independent media
  6. 6. Newspaper ‘specials’ paid by brandsAnother result of commercialized independent media
  7. 7. Global advertising spending is still risingBut is anyone paying attention to these messages?557BILLIONDOLLARSIN 2012**326BILLIONDOLLARSIN 2002**ZenithOptimedia*Nielsen Media Research
  8. 8. TV adsShort, intrusive and easy to ignoreSearch adsToo little space for storiesBannersMost clicks are accidentalPAID
  9. 9. Customer mediaA print business slowly going digitalBrand-owned online channelsBuilding your own audience is a big effortOWNED
  10. 10. Social mediaNobody shares if it feels like an adInfluencer outreachTo get people talking, you need to be interestingEARNED
  11. 11. Mass MediaAgeAge of theAmateur Editorial AgeControl broadcaster audience audienceProducers professionals users professionalsService on schedule on demand on demand
  12. 12. branded journalismbranded content
  13. 13. branded journalismbranded contentbrandedentertainment
  14. 14. Branded journalism is delivered in two waysOne: through ‘sponsored stories’ or ‘native ads’Two: through a media title owned by the brand
  15. 15. 1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPROTECTINGTHEAUDIENCE
  16. 16. TURNINGBRANDSINTOPUBLISHERSPioneerCOLORS MAGAZINEA magazine about ‘therest of the world’ byBenneton
  17. 17. PioneerACNE PAPER10 euros worth ofad-free sophistication
  18. 18. Avant-gardeNOWNESSLuxury groupLVMH lookingfor culturalrelevance
  19. 19. Avant-gardeTHINKQUARTERTLYGoogle’s perspectivein an exclusive printedition
  20. 20. Avant-gardeMR PORTERClever combination ofwebshop and magazine
  21. 21. MainstreamWEIGHT WATCHERSMAGAZINE UK‘Consumers will pay forcontent that’s original,timely, exclusive andauthorative’
  22. 22. MainstreamMB! BY MERCEDESBENZWants to be everyone’sfriend, lacks personality
  23. 23. MainstreamLITTLE WHITELIES APPFree independent filmreviews offered bybrewer Stella Artois
  24. 24. 1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPROTECTINGTHEAUDIENCE
  25. 25. e emergence of a new kind of media companyCombining independent publishing and creativeservices for brands
  26. 26. ‘SPONSORSHIP ADS’ MARKET US 2012‘CONTENT’ MARKET UK 2012€ 1 bln*$ 1.56 bln***Content Marketing Association**PEW Research Institute
  27. 27. 1.FACINGTHECRISISINMEDIAANDADVERTISING2.TURNINGBRANDSINTOPUBLISHERS3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE4.SERVINGANDPROTECTINGTHEAUDIENCE
  28. 28. Can we still trust ourmedia tomorrow?Five essential principles
  29. 29. MIRROR YOUR MEDIA ENVIRONMENTRESPECT THE TRUTHDON’T HIDE YOUR BRANDUSE A BYLINEDON’T FAKE INDEPENDENCE
  30. 30. Will your brand succeedin the Editorial Age?Five recommendations
  31. 31. IDENTIFY YOUR NICHE AUDIENCECREATE AN ORIGINAL VOICEFOSTER INDEPENDENT THINKINGTALK PERSPECTIVE, NOT PRODUCTHIRE A TALENTED EDITOR
  32. 32. THINK LIKE AN EDITORwww.theeditorialage.comebele@ebelewybenga.com

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