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.
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

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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.