Media Magazine

Content Studios Gain Traction—so Does the Debate About Them

Posted on the 20 February 2015 by Themarioblog @garciainteract
This is the weekend edition of TheMarioBlog and will be updated as needed. The next blog post is Monday, Feb. 23

The New York Times, The Financial Times, The Guardian and The Wall Street Journal have them.  In many cases, it is journalists who have made the move from the newsroom to the advertising suite.

I am talking about those content studios where the important job is storytelling and the clients are the newspaper’s advertisers, who choose to have their messages presented in a more journalistic manner, with journalists writing the stories that will accompany the message the advertisers wish to convey.

The latest entry into the content studio concept is the Telegraph Media Group in the UK, which is boosting its branded content through the creation of what it calls Spark, a creative commercial department.

In the Telegraph’s official statement about Spark:

“Spark aims to create partnerships and products tailored to brands’ needs and provide more creative ways to drive scale and engage target audiences.
TMG will use its understanding of customers’ behavior to help optimise the content produced for brands’ target audiences.”

As content studios proliferate, so do the debates in newsrooms globally about the ethics of establishing them right under the umbrella of a newspaper’s brand.  Purists do not like the idea at all and fight it. Others embrace it as a way to raise profits, maintaining that as long as the journalists involved in advertising content do not also get involved with traditional journalism, then it is acceptable.

We are not likely to see this debate disappear soon.  We will also see more newspapers, including medium size ones, establishing some form of content studio to benefit from the rising interest in native/sponsored ads and the stories that go with them.

More about Content Studios

The Wall Street Journal Launches Native Ad Studio First product, Narratives, to launch March 11

Times to staff up content studio

What’s the Deal with Content Studios

TheMarioBlog post # 1689
Please enable JavaScript to view the comments powered by Disqus. comments powered by Disqus

You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • Big Food Giants Manipulate Public Health Policy in China

    Food Giants Manipulate Public Health Policy China

    Coca-Cola is at it again. As soda sales decline in the United States and Europe, beverage companies look to emerging economies like China for growth. And, it... Read more

    The 15 January 2019 by   Dietdoctor
  • Jewellery for a Precious You

    Jewellery Precious

    Jewellery is always close to a woman’s heart. It completes her look and boost confidence. Considering the changing trends in jewellery fashion, it becomes... Read more

    The 15 January 2019 by   Dr.jenifer Sayyed
  • Rajshri Productions’ Next Is A Film On Friendship | Hum Chaar | Trailer

    Abhishek Dixit’s debut feature film Hum Chaar is a Bollywood film made under the banner of Rajshri’s film. Hum Chaar is written and directed by Abhishek Dixit. Read more

    The 15 January 2019 by   Themoviean
  • Saint Paul the First Hermit

    Saint Paul First Hermit

    Today is the feast day of Saint Paul the hermit. This is a sweet and delicate Oatmeal Bread topped with rolled oats and naturally sweetened with agave. Saint... Read more

    The 15 January 2019 by   Veronica46
  • Irupathiyonnaam Noottaandu | Teaser | Pranav Mohanlal | Arun Gopy

    Arun Gopy’s Irupathiyonnaam Noottaandu is an upcoming Malayalam action-drama feature film starring Pranav Mohanlal and Zaya David in the lead roles. Read more

    The 15 January 2019 by   Themoviean
  • A Year Of Body Positivity

    Year Body Positivity

    Last January, as I sat there on New Years eve all set to make the same old resolutions I've made year after year for as long as I can remember, I realised how... Read more

    The 15 January 2019 by   Sparklesandstretchmarks
  • Garden Bloggers Bloom Day – Jan 2019

    Garden Bloggers Bloom 2019

    Euphorbia rigidaWhen I went out to take the photos for this blog post I was surprised at how much was in flower dotted around the garden. Read more

    The 15 January 2019 by   Patientgardener