Editorial director Tracy Middleton on selling test kits, low testosterone and the future of brand publishing.
Future’s demise is indicative of a broader brand publishing shakeout
Lack of consistency and a clear editorial proposition can be dangerous for brand publishing initiatives.
Incoming recession will be a test for brand publishing efficiency
As marketers brace for a recession, they must make brand publishing departments as efficient as possible.
Facing a recession, companies see an opportunity in brand marketing
There are some signs that the oncoming recession may actually make brand publishing and other “brand building” activities more popular as brands rethink their historical focus on performance advertising.
Amazon’s employee publication staffs up
AboutAmazon.com gets a new EIC, and in India, the commerce giant launches a streaming play
Behind Resy’s push into food media
Food is a hot topic for brands looking to build owned publications. One of the more notable entrants is Resy, the reservations software that was purchased by American Express in 2019. That acquisition was soon followed by JPMorgan Chase’s purchase of restaurant review site The Infatuation. In both cases, the financial giants are using content […]
The top priorities for brand publishers in Q4
Optimizing for trust and incorporating content into the wider marketing organization are top priorities for brand publishers and content marketers.
Media’s blurring lines
Lines between traditional publishing and brand publishing continue to blur.
The creator-editor: How creators could help brand publishers build audiences
Hiring creators to staff brand publishing operations an be a shortcut of sorts to building audiences and gaining distribution quickly.
Changing media landscape gives brand publishing an opportunity to thrive
Brand publishing is having a moment because people are at once open to new sources of information, and much more discerning of what they consume.