Content Marketing

USA Today reports that Anheuser-Busch is prepared to spend $30 million on a new web content project. Top U.S. brewer Anheuser-Busch will launch its own Web entertainment network, Bud.TV, in February. The seven-channel operation, costing an estimated $30 million to start, is an attempt to develop a new way to reach consumers ages 21 to 27, who increasingly favor customized content over mass media — and distilled …

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Content is king. According to Ad Age, The King of Beers is preparing to prove it. The country's largest brewer is launching its own in-house film and TV production company that will make humorous shorts and sitcom-type programs to be broadcast over the internet and to cellphones. While A-B has dabbled in content before-particularly in sports TV, where its Bud Productions division recently produced National Football …

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Nina Munk, a former writer for Fortune and a freelance writer for Vanity Fair, launched Urbanhound.com in 2000. The pet-friendly site is now expanding to San Francisco and Chicago. According to the New York Times, Munk represents a new type of business journalist—one with the will to step into an entrepreneur's shoes. With the pages of their own newspapers and magazines full of articles about cutbacks, buyouts and …

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Outdoor gear purveyor, The North Face, is delving deep into content. According to Media Buyer Planner: The North Face and Pace Communications have launched a new online publication, Epic, penned by world-renowned climbers, alpinists, long-distance runners, skiers, snowboarders and others. Epic unites the adventure-sports industry across multiple disciplines, featuring advice, trends and coverage of events and …

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According to Ad Age, the big guys are recognizing the need for content, not advertising. Branded-entertainment veteran Doug Scott is moving to Ogilvy & Mather North America, where he'll develop the agency's content offering. His mandate is to bring together the wide variety of Ogilvy's disciplines, from ads to promotion and PR, to develop and execute nontraditional ideas across a wide range of media. Mr. Scott's hire …

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Adweek reports on the continued rise of branded content. MSN is making a bold dive into the original Web-only content realm via a new initiative, MSN Originals, while also signing two development deals with Internet producers to generate new series for the portal. The focus of MSN Originals will be online storytelling, Microsoft officials said. To assist in that endeavor, the company has brokered a deal with Revelle, …

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News.com covered a wide-ranging discussion on tech trends at the Milken Institute's Ninth Annual Global Conference, held this week in Los Angeles. While consumers' desire for home-grown content and social networking has grown with the rise of sites like MySpace.com and YouTube.com, so has their demand for branded content. "What's both exciting and frightening is the pent-up demand for video products," News Corp. …

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