Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Native advertising: How news sites separate church and state | Media news | Journalism.co.uk

Native advertising: How news sites separate church and state | Media news | Journalism.co.uk | Public Relations & Social Marketing Insight | Scoop.it
From www.journalism.co.uk - November 5, 2013 9:19 AM

How news organisations are building commercial teams of former journalists who create paid-for content on behalf of brands...


The Huffington Post, in conjunction with parent company AOL, last month published a report which proposed that native advertising is "sponsored content, which is relevant to the consumer experience, which is not interruptive, and which looks and feels similar to its editorial environment".


Perhaps the easiest way to understand it is by looking at a couple of examples, such as the Guardian's 'what to wear on a date' video, sponsored by John Lewis, with clothes featured in the video from the department store, and BuzzFeed's '20 coolest hybrid animals', created for hybrid car Toyota Prius....

Jeff Domansky's insight:

Several examples of native advertising and how news media are responding to the opportunities.

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Forbes "Jumps The Shark" on Social Media Influence

Forbes "Jumps The Shark" on Social Media Influence | Public Relations & Social Marketing Insight | Scoop.it
From www.huffingtonpost.com - July 25, 2013 12:55 AM

Does this signal the beginning of the end for Forbes as a knowledgeable source of business information? Have they finally "jumped the shark" on their way to the exit? "Jumping the shark" is actually an expression that goes back to the TV sitcom series, Happy Days. It was a show that pictured everything as rosy and happy, with neat little endings that were all nicely tied up in twenty-two minutes. The chief influencers on that show were "The Fonz," who only had to give you a look to let you know you were in trouble, and Mr. Cunningham, who set down the rules of the family.


In the midst of its ten-year run the writers must have gotten tired or were negatively influenced by the Hollywood decision-makers, when they inexplicably decided to have their characters travel to Los Angeles. Well, one thing leads to another and Fonzie ends up responding to an assault on his courage by taking to water skis (wearing his leather jacket of course) and jumping over a shark.


The stunt was so ridiculous and out of character that "jumping the shark" eventually came to be known as the moment when a television show begins a decline that is beyond recovery. While Happy Days bravely soldiered on for a few more years, it was never really the same in the minds of viewers and critics. Since that time the meaning has been broadened to define the moment when a brand or creative effort begins to lose the qualities that initially defined its success. Some still refer to "New Coke" as the moment when the Coca-Cola Company jumped the shark....

Jeff Domansky's insight:

Mainstream media, including Forbes, need to proceed carefully down the native advertising trail. Too much fluff, too little objectivity and lack of transparency will eventually diminish credibility. The post also has a great explanation of the expression "jumping the shark."

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How Tablets Have Changed Publishing

How Tablets Have Changed Publishing | Public Relations & Social Marketing Insight | Scoop.it
From www.digiday.com - June 23, 2013 9:12 PM

...The company is finding that the most popular content for tablets depends on the title. Golf Digest sees great success with video. Generally speaking, long-form editorial content like actual stories, video and slideshows do well across the board because the tablet is a lean-back device, where consumers aren’t looking for short snippets of content like they are on a mobile phone, for example.


“If you look at the time of day with highest tablet usage it’s usually during prime time or on the weekends,” Reynolds said. “That’s why we are developing tablet-specific content to fit that different mindset. We’re not worried about tablet usage cannibalizing Web usage because Web, tablet and mobile, are all part of a complementary ecosystem.”


Reynold’s said that the biggest opportunity for Conde Nast in the tablet space is the amount of data is has on subscribers. It gives the publisher a look at the preferences that people have for content and advertising on specific devices and Conde Nast can optimize based on that.

Jeff Domansky's insight:

Conde Nast views tablets as the biggest game-changer for the publishing industry. Here's why....

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Lee ZongHan's curator insight, June 26, 2013 9:38 AM

This is my insight using the see,think,wonder. This article is about a tablet devices like the iPad have been a game-changer for the publishing industry. The challenge with tablets is that they’re so new to the market. I can see that companies like '' Apple '' is trying to bring technology to a whole new level. I think that tablet will do well in this generation as the tablet is a lean-back device, where consumers aren’t looking for short snippets of content like they are on a mobile phone, for example. It is also portable, light and easy to bring around. I wonder that if there is no tablet invented, people can't do their work outside anywhere and have to bring a laptop along which is more troublesome. In my conclusion, tablets have change the world's techonology.
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How ProPublica, OPB Used Digital Magazines to Showcase Stories Anew | Mediashift | PBS

How ProPublica, OPB Used Digital Magazines to Showcase Stories Anew | Mediashift | PBS | Public Relations & Social Marketing Insight | Scoop.it
From www.pbs.org - August 5, 2013 9:29 AM

Digital magazine publishing is increasingly within reach for all kinds of content creators — big, small, non-profit, for profit. As another way to reuse existing content and reach audiences, digital magazines might especially appeal to non-profit and public media news organizations.


At least two such organizations — ProPublica and Oregon Public Broadcasting — have launched free digital iPad magazines to showcase their reporting. The magazines are a low-cost way to gain exposure for their work because they repurpose existing digital content into a new storytelling medium. These organizations’ creative use of digital magazines shows how versatile digital magazines are, and early reactions to the publications suggest the experiments may be a success....

Jeff Domansky's insight:

Great storytelling always wins in journalism. Same for PR and marketing too. Here's a useful look at how two organizations are getting great results from digital magazines.

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“If you’re not feeling it, don’t write it”: Upworthy’s social success depends on gut-checking “regular people” | Nieman Lab

“If you’re not feeling it, don’t write it”: Upworthy’s social success depends on gut-checking “regular people” | Nieman Lab | Public Relations & Social Marketing Insight | Scoop.it
From www.niemanlab.org - June 23, 2013 9:17 PM
Traditional journalists probably won't like a lot of how Upworthy's become one of the fastest growing aggregators on the web. But it's hard to question the effectiveness of its methods.


Back in November, the Lab’s own Adrienne LaFrance wrote a number of words about Upworthy, a social packaging and not-quite-news site that has become remarkably successful at making “meaningful content” go viral. She delved into their obsession with testing headlines, their commitment to things that matter, their aggressive pushes across social media, and their commitment to finding stories with emotional resonance.


Things have continued to go well for Upworthy — they’re up to 10 million monthly uniques from 7.5. At the Personal Democracy Forum in New York, editorial director Sara Critchfield shared what she sees as Upworthy’s secret sauce for shareability, namely, seeking out content that generates a significant emotional response from both the reader and the writer....

Jeff Domansky's insight:

Valuable insight into what's working digital journalism at Upworthy.

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Lynn O'Connell for O'Connell Meier's curator insight, June 24, 2013 3:47 AM

Upworthy has a political point of view, but the lessons here apply to any social media channel. Be authentic -- true to YOUR point of view, whatever that may be.
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ScribbleLive Raises $8M To Continue Its Real-Time Media Content Push | TechCrunch

ScribbleLive Raises $8M To Continue Its Real-Time Media Content Push | TechCrunch | Public Relations & Social Marketing Insight | Scoop.it
From techcrunch.com - June 19, 2013 9:06 AM

... Scribble’s traction is international; its ScribbleLive real-time content creation and distribution platform is available in 14 languages and used by the biggest media brands, including the Associated Press, Reuters, CNN and ESPN to name a few. I spoke with Scribble CEO and co-founder Michael De Monte about the raise, and his vision for the company.


He pointed out that Scribble recently launched ScribbleMarket, a way for brands to easily syndicate their live content, and to find said content from other sources for use on their own site. Licensing can be free or paid, and this lets news agencies quickly leverage their reporting resources for additional income streams, by providing not just static articles for syndication as has been the case, but full-featured, interactive real-time content that’s being dynamically updated from a single backend.


quiet“The marketplace for us is the exciting component of what we’re building,” De Monte said. “This opportunity to share content in real time, becoming like the iTunes of real-time content has a lot of potential to change the face of media.”...

Jeff Domansky's insight:

Inside look at Scribble, content marketing trends for media companies and brands who want to be publishers.

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