Content Marketing

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 …

Continue Reading about Sports Is An Entertainment Product That Content Helps Sell →

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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Scott Karp explains the importance of aggregators to content producers, particularly to newspapers who, with some notable exceptions, don't quite get it. Publishing 2.0 gets 73% of its traffic from search and referring sites, which include aggregators like Techmeme. Some of my content is also syndicated in full text on Seeking Alpha, Yahoo, and Digital Media Wire (with links back to the site, which yield significant …

Continue Reading about When You Don’t Own The Pipes, Aggregate →

Donna Bogatin of ZDNet has written two posts about Attributor, the VC backed start-up seeking to help online publishers profit from the widespread repurposing of their orginal content. Attributor’s technology analyzes publishers’ original content published to the Web—text, images, audio, video—with the goal of providing "visibility” as to how it is subsequently re-used by third-parties online. Today, Attributor …

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According to The New York Times, Ritz-Carlton is objecting to foul language and brand-diminishing storylines in a book of short stories it commissioned from Atria Books, a division of Simon & Schuster. The luxury hotel chain planned to provide the book, Turndown Tales, as part of its turndown service. One of the stories in Turndown Tales is by the novelist Jodi Picoult, who wrote about a woman so fed up with her …

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