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Introducing The Editorial Age | Ebele Wybenga
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Introducing The Editorial Age | Ebele Wybenga

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How branded journalism breeds lasting attention

How branded journalism breeds lasting attention

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