Media Insider: Brand Content Gains Traction, Vice Launching Nightly News Show, and Critical Digital Media Journalist Terms
Welcome to Media Insider, PR Newswire’s round up of journalism, blogging and freelancing stories from the week.
CNN International has been on a mission to evolve its digital commercial offering, Digiday reports. The goal: Move away from banner ads and click-based reporting, boost branded content revenue and assert itself as a media partner that can unlock real business insights for advertisers, Digiday says. And so far, it’s working as 54 percent of all revenue comes from deals that incorporate branded content made by CNN International’s in-house creative agency.
Vice Media’s nightly news show officially will debut Sept. 26 on HBO, reports FishbowlNY. This coincides with the first night of the presidential debates. Vice News Tonight then will air at 7:30 p.m. every weeknight. Josh Tyrangiel, executive vp of content and news for Vice News Tonight, says the group expects it will have to earn people’s time and attention with “great reporting and original forms of storytelling.”
Digital officially has taken over. Mediabistro put together a list of the most important terms every digital journalist should know. They include: SEO, keyword, target audience, and copyright infringement. Just FYI, borrowing a little or a lot of copy and integrating it into your piece is a no-no. Same thing goes for taking, repurposing, and then providing links to the original piece. Still not OK.
As Election Day nears, news organizations that keep their journalism behind a paywall likely will give some of it away for free, Poynter says. Poynter pointed to The New York Times, which dropped its paywall for 24 hours before election day 2012. This move was in “keeping with a policy of providing ‘critical information’ for big breaking news like natural disasters and presidential elections,” Poynter says.
In the hunt for native ad dollars, many publishers are looking for journalists who can adapt their skills to the brand side. But producing something that delivers a brand’s message that people will read isn’t always easy, Digiday says. Hayden Lynch knows this firsthand. Lynch was a longtime editorial employee at lifestyle publisher Thrillist Media Group before he moved last year to the company’s in-house content studio, CoLab.