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.

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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.