Good Mornings DMSers. We started a great discussion yesterday about corporate journalism, branded journalism and sponsored content. Just to make it more interesting, let’s also throw in these terms: content marketing and native advertising.
At our next class session, we’re going to continue this discussion by examining content samples to help differentiate these terms and to understand how they might apply to your digital media startups. Additionally, we’re going to dive into some of the ethical questions being discussed in news and PR circles on these topics.
Let’s also touch on this from a reader’s perspective: Can they differentiate between news and ads in the digital space? Does it even matter?
One of the sites we’ll examine is the Richmond Standard. As you’ll see in the following links, there are various points of view on this Chevron project:
A Chevron PR website pretends to be an objective news source, published in the Los Angeles Times.
Corporate Journalism is better than no journalism, a guest post published in PRNewser.
This article, which does not address the Chevron project, also sheds some interesting light on these topics:
What does the rise of brand journalism mean? For one thing, it means journalists have to up their game, published in GigaOm. I strongly recommend you dive into the hyperlinks within this piece.
I’m really looking forward to this conversation. Enjoy the articles.
Yesterday we started a discussion about revenue streams and how they link to the business plan you’re developing this semester. Under the trending category we briefly touched on the notion of Sponsored Content.
Yesterday, Ad Age published a wonderful article written by Michael Sebastian that you should read: News Organizations Face Tricky Trade-Off with ‘Sponsored Content.’
I anticipate Sponsored Content will be a topic of heated discussion on many fronts in the news and PR sectors. Keep an eye out for interesting pieces to share with the group.
This Friday’s blog topic focuses on advertising from the customer’s perspective. I look forward to reading your blogs identifying companies that do advertising well vs. those that do not.