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P&G Taps Journalists To Connect With Consumers

Procter & Gamble is funding content, a.k.a. “independent editorial” in effort to reach their desired demographic, in this case women aged 21 to 34.
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According to BrandWeek, P&G is working with Web content syndicator Studio One Networks. The result is a new editorial offering–
Life & Beauty Weekly–created specifically for Procter & Gamble.
Studio One tapped journalist Beth James, a regular contributor to Self, The Oprah Magazine, Shape and Good Housekeeping, to serve as managing editor of Life & Beauty Weekly. The content offering will consist of “feature articles, polls, quizzes, practical tips, and expert Q&As, all written by professional journalists.”
Here’s a sample layout of Studio One-produced content embedded in a media partner’s page.

About David Burn

David Burn is the co-founder, editor, and publisher of Adpulp.com. David joined the ad agency business in 1997 as a copywriter and then worked for seven agencies in five states prior to launching Bonehook in 2010. Today, David is a writer, brand strategist, and leader of creative teams in Austin, TX.