Introducing The Editorial Age | Ebele Wybenga
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This document discusses the blending of journalism and advertising as trends have forced media to commercialize and brands to seek new ways to earn audience attention. It notes that while global ad spending is rising, most traditional ad formats are easy to ignore. The document then examines how some brands are turning themselves into publishers by creating their own media titles and branded journalism to build credibility and earn attention. It provides examples of pioneering brand publishers and discusses how the market for sponsored content is growing. The document concludes by outlining principles and recommendations for brands to succeed in this new "editorial age" by respecting quality journalism practices.
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Introducing The Editorial Age | Ebele Wybenga
- 2. How brands can earn attention and credibility by producing media of journalistic quality
- 4. Two trends forced journalism and advertising to blend One: the commercialization of independent media Two: the attention crisis faced by brands
- 5. Controversial ‘native advertising’ e result of commercialized independent media
- 6. Newspaper ‘specials’ paid by brands Another result of commercialized independent media
- 7. Global advertising spending is still rising But is anyone paying attention to these messages? 557 BILLION DOLLARS IN 2012** 326 BILLION DOLLARS IN 2002* *ZenithOptimedia *Nielsen Media Research
- 8. TV ads Short, intrusive and easy to ignore Search ads Too little space for stories Banners Most clicks are accidental PAID
- 9. Customer media A print business slowly going digital Brand-owned online channels Building your own audience is a big effort OWNED
- 10. Social media Nobody shares if it feels like an ad Influencer outreach To get people talking, you need to be interesting EARNED
- 11. Mass Media Age Age of the Amateur Editorial Age Control broadcaster audience audience Producers professionals users professionals Service on schedule on demand on demand
- 14. Branded journalism is delivered in two ways One: through ‘sponsored stories’ or ‘native ads’ Two: through a media title owned by the brand
- 16. TURNINGBRANDS INTOPUBLISHERS Pioneer COLORS MAGAZINE A magazine about ‘the rest of the world’ by Benneton
- 17. Pioneer ACNE PAPER 10 euros worth of ad-free sophistication
- 18. Avant-garde NOWNESS Luxury group LVMH looking for cultural relevance
- 19. Avant-garde THINK QUARTERTLY Google’s perspective in an exclusive print edition
- 20. Avant-garde MR PORTER Clever combination of webshop and magazine
- 21. Mainstream WEIGHT WATCHERS MAGAZINE UK ‘Consumers will pay for content that’s original, timely, exclusive and authorative’
- 22. Mainstream MB! BY MERCEDES BENZ Wants to be everyone’s friend, lacks personality
- 23. Mainstream LITTLE WHITE LIES APP Free independent film reviews offered by brewer Stella Artois
- 25. e emergence of a new kind of media company Combining independent publishing and creative services for brands
- 26. ‘SPONSORSHIP ADS’ MARKET US 2012 ‘CONTENT’ MARKET UK 2012 € 1 bln* $ 1.56 bln** *Content Marketing Association **PEW Research Institute
- 28. Can we still trust our media tomorrow? Five essential principles
- 29. MIRROR YOUR MEDIA ENVIRONMENT RESPECT THE TRUTH DON’T HIDE YOUR BRAND USE A BYLINE DON’T FAKE INDEPENDENCE
- 30. Will your brand succeed in the Editorial Age? Five recommendations
- 31. IDENTIFY YOUR NICHE AUDIENCE CREATE AN ORIGINAL VOICE FOSTER INDEPENDENT THINKING TALK PERSPECTIVE, NOT PRODUCT HIRE A TALENTED EDITOR
- 32. THINK LIKE AN EDITOR www.theeditorialage.com ebele@ebelewybenga.com