Mike-McAvoy-articleThe Onion: you know it and you probably like it. You may also know that the publication’s Onion Labs group creates sponsored content for a variety of clients. (You probably don’t know that the Labs’ home page includes a quote from the blog you’re reading, but we’ll remind you now because we love shameless self-promotion.)

So what sort of strategy underlies the creation of all that content? And why do so many companies want in on it?

Mediabistro’s wickedly talented¬†Valerie Berrios¬†recently talked to Mike McAvoy, president of the organization, to learn more.

On company culture:

“…what’s great about The Onion is everyone here cares about the content; they care about the products, so you have this united front in that everyone wants to see The Onion flourish…Everyone’s really smart, and they have to be in order to get the joke.

There [are] no bylines for the content that we create…it’s very team-oriented.”

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