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Posts Tagged ‘PaidContent’

The Washington Post Jumps on the ‘Brand Journalism’ Train

Paid content–it’s not just for blogs anymore! The Washington Post, currently known as the sad husk of one of our nation’s most influential and respected newspapers, just launched “Brand Connect“, which its editorial team describes as “a platform that connects marketers with the Washington Post audience in a trusted environment”. In other words, paid content. Sponsored posts. Native advertising. Brand journalism. And it’s not in a special advertorial section–it’s on the paper’s home page.

We could all see this coming, of course: print ad revenue at the Post has reached record lows. Sure, we still encounter the occasional impressive Game of Thrones promo printed with ink on honest-to-God paper–but print advertising should probably consider intensive therapy at this point.

You may ask why this is news, because lots of other publications do the very same thing.

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Edelman Switches Sides, Joins the ‘Paid Content’ Team

Edelman PRIn a sign of the (changing) times, yesterday saw Richard Edelman, president and CEO of Edelman PR, perform something of an about-face on an issue crucial to our industry’s ongoing “PR vs. Advertising” debate. In a blog post on the firm’s site, Edelman declared his newfound (if somewhat grudging) support for “paid” media/content as a valuable element of the PR arsenal.

Why did he change his mind? What led him to accept the idea that PR professionals must simultaneously pitch and create content? In short, promotional trends like sponsored stories and native advertising have changed the media game as companies scramble to develop new revenue streams to replace the dwindling profits of traditional advertising sales.

We’ve all read stories asserting the same, but recent months have clarified the fact that PR firms must aggressively make the most of the shift or risk losing opportunities to “media buying firms” that work directly with brands in another iteration of the traditional advertiser/client relationship.

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Revolving Door: Greg Kelly, GigaOm & paidContent, and More

Greg Kelly is back on the air at Good Day New York after authorities decided not to prosecute the anchor following an investigation of rape allegations. The district attorney’s office declared, “the facts established during our investigation do not fit the definition of sexual assault crimes.” Meanwhile, the New York Post is taking heat for publishing photos of the accuser.

GigaOm published a post about its decision to purchase paidContent. Click here to read paidContent’s take on it. The acquisition is getting the thumbs up.

Tina Brown sent around a memo this week announcing big changes on the Newsweek/The Daily Beast masthead.

The Huffington Post media reporter Michael Calderone looks at the impact of Twitter on coverage of the GOP race.

An investor group has purchased Heart & Soul magazine.

CNBC has a new SVP, Jim Ackerman, who has a background in VH1 reality shows.

More of this week’s media moves after the jump.

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Mashable Officially Launches Follow

Cashmore speaking to the crowd at last night's event.

Last night at Edelman’s New York offices, Mashable officially launched Mashable Follow, the site’s “new social layer” that will enable readers to find and follow their favorite topics, share stories to multiple social networks at once and follow other Mashable readers who are of interest, among other features.

Mashable founder Pete Cashmore addressed the crowd in attendance, and noted that the service had already added “thousands of sign ups” within the first few hours of launching.

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