Brand publishing: Build or buy?

Rather than renting access to audiences via advertising, marketing and public relations campaigns, companies are increasingly looking to own direct relationships with audiences via brand publishing and content initiatives. But those at the beginning of their brand publishing journey face a key question: Build or buy? The past year has seen high-profile companies adopting both approaches. Among the buyers: Marketing software company Hubspot purchased entrepreneur-focused media company The Hustle, adding to the robust content operation it’s used for years to attract audiences and drum up interest in its products and services.JP Morgan Chase bought The Infatuation, a publisher known for smart, well-written restaurant reviews (which also owns Zagat) as it attem