Content Marketing

As of midnight last night The New York Times abandoned its TimesSelect subscription model, which put the paper's archives and the work of popular columnists behind a paid gate. The Times said the project had met expectations, drawing 227,000 paying subscribers — out of 787,000 over all — and generating about $10 million a year in revenue. “But our projections for growth on that paid subscriber base were low, compared …

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Click image to see segment In a sign that agencies are getting more deeply involved in content creation (not advertising), mono—an advertising agency within the MDC Partners network—was called on to create 26 original segements to open each episode of Sesame Street’s 38th season. Each episode begins with an interview with people and animals of all ages who introduce and define the day's "Word on the Street." To help …

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Groundhog Crossing—a feature film written, directed and produced by Philadelphia-based advertising agency Red Tettemer on behalf of the Pennsylvania Tourism Office—is making the rounds at independent film festivals across the country, all in the name of driving state tourism. “We figured we’d never outperform that Chocolate Rain guy on YouTube, so we decided to forgo the typical ‘viral video’ and create a full length …

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According to The New York Post, New York Times executives - including publisher Arthur Sulzberger Jr. - made the decision to end the paper's subscription-only TimesSelect service. While other online publications were abandoning subscriptions, the Times took the opposite approach in 2005 and began charging for access to well-known writers, including Maureen Dowd, Frank Rich and Thomas L. Friedman. The decision, which …

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Entertainment brands are on the forefront of seeing themselves as creators of content. For marketing pros in this sector, it's native territory. Mike Stevens, chief marketing officer for the New York Giants, is such a creature. According to Ad Age, the New York Giants and Fox Television's two New York stations are forming a new content and distribution partnership. The deal calls for the Giants' new entertainment …

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Ad Age questions why print media brands have struggled to gain a foothold in the digital realm. The reasons vary, but it appears one print brand has it figured out. Complex magazine, where Complex.com is an important part of the brand footprint, has just formed partnerships with the independent blogs Nice Kicks, Nah Right, Bastardly and SlamXHype. Each deploys classic internet irreverence and subject expertise to …

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This week, one of Hollywood's top digital agents--United Talent Agency digital head Brent Weinstei--is leaving the shop that represents movie stars such as Vince Vaughn and Johnny Depp to become the CEO of 60Frames Entertainment, a new company dedicated to handling the financing, ad sales and syndication of "professionally produced online content." "We wanted to make it so that artists who are busy with film and TV …

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