@AP Is Tweetcasting Brand Messages For Money

News organizations, like everyone else, have something to sell and they’re increasingly finding fresh ways to sell it.

Take the Associated Press. This 19th century “wire service” is now using its official Twitter account as an advertising platform. According to Reuters, Samsung Electronics is the first sponsor on the @AP account for breaking news, and the two partners are using the Consumer Electronics Show to launch their new agreement.

AP–with 1.5 million Twitter followers–did not disclose financial details of the arrangement, but Reuters reports that only 22 percent of AP’s revenue comes from member fees. Photo licensing, advertising on its news application AP Mobile and YouTube channel are other revenue streams.

Reuters also states that Twitter’s terms-of-service allow for third-party agreements (which, interestingly, denies it any of the Sponsored Tweet revenue) as long as the endorsement tweets are individually and manually sent – not as part of an automated ad engine.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.