The pivot to efficiency

Faced with ongoing economic headwinds, brand publishers are quickly realizing their operations need to be far more efficient and, in many cases, much more lean. During conversations with marketing leaders at brands over the past year, many said editorial talent was getting prohibitively expensive, both in terms of permanent hires and freelancers.  Some sad editorial costs were getting out of hand and – in some cases – that content hires were being overpaid.  Much of that was brands’ own doing: Flush with cash – and recognizing the benefits that publishing could have for their businesses – many have lured editors, producers and other editorial talent from “traditional” media with attractive salaries and compensation packages. It wasn’