Welcome to another episode of The Toolkits Show, the podcast making sense of the major themes, trends, and developments shaping the business of content.
In this week’s episode:
- The branded entertainment revolution in healthcare: Healthcare marketing isn’t generally the most avant-garde, encircled by difficult regulations that have made creative advertising a rarity in the industry. But that’s changing, as branded entertainment becomes a focal point for health industries. Lars Bengston, chief content officer at Havas and Havas Health, says that examples like Northwell Studios show that health marketers are finally understanding how powerful the stories they can tell are – and why they’re uniquely positioned to do so.
- OpenAI will provide access to its training data. The data will be reviewed to see if copyrighted information and work were used to train its model. The move comes as a set of authors, including Ta-Nehisi Coates and Sarah Silverman, are suing OpenAI, accusing it of harvesting data from books and then using that to power ChatGPT. The judge in the case has already tossed claims of negligence, unjust enrichment, and vicarious copyright infringement out the window. The case – and the outcome of the access to the data – is being watched closely by publishers, including those currently engaged in licensing agreements with OpenAI.
- The New York Times will sell audio subscriptions on Spotify and Apple. The staying power of audio is evident. The New York Times will make its audio subscription available for purchase through Apple Podcasts and Spotify – following the footsteps of other publishers who have experimented with paywalled podcasts as a way to grow paid audiences.