How branded journalism breeds lasting attention

1. MARCOM ’13
AMSTERDAM
INTRODUCING

2. How brands can earn
attention and credibility
by producing media of
journalistic quality

3. 1.FACINGTHECRISISINMEDIAANDADVERTISING
2.TURNINGBRANDSINTOPUBLISHERS
3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE
4.SERVINGANDPROTECTINGTHEAUDIENCE

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

12. branded journalism
branded content

13. branded journalism
branded content
branded
entertainment

14. Branded journalism is delivered in two ways
One: through ‘sponsored stories’ or ‘native ads’
Two: through a media title owned by the brand

15. 1.FACINGTHECRISISINMEDIAANDADVERTISING
2.TURNINGBRANDSINTOPUBLISHERS
3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE
4.SERVINGANDPROTECTINGTHEAUDIENCE

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

24. 1.FACINGTHECRISISINMEDIAANDADVERTISING
2.TURNINGBRANDSINTOPUBLISHERS
3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE
4.SERVINGANDPROTECTINGTHEAUDIENCE

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

27. 1.FACINGTHECRISISINMEDIAANDADVERTISING
2.TURNINGBRANDSINTOPUBLISHERS
3.MAKINGJOURNALISMANDPUBLISHINGPROFITABLE
4.SERVINGANDPROTECTINGTHEAUDIENCE

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