Fake News, Death of Journalism & the Era of Branded Content

Today's top brands are bypassing traditional media gatekeepers; and instead delivering their message via imaginative, uncompromising publishing platforms of their own

A colleague and I had coffee last week and our conversation turned toward magazines, and the place these print + digital platforms occupy in today's media landscape. We began discussing some of the magazines we liked, and why. Robb Report for its brilliant visuals and luxury product showcase. Worth for its financial acumen and executive perspective. Sunset for its inspiring photography and epicurean flair. Scientific American for its, well, science. Down the line we went.

But time and again, as we praised each publication we lamented their shortcomings. We wished Robb Report had a some measure of austere reporting, that Worth had more glamour, and so on. My colleague wondered why as an avid magazine reader he couldn't have it all; in one place. Thoughtful reporting. Provocative topics. The latest tech and luxury goods. High-quality paper. Oversized visual format. Eventually, my friend asked: "Is it possible for a magazine today to build a truly brilliant, candid, and refined platform?"

My first thought was, "No." But as I took a sip of tea, I contemplated: "Perhaps, but it would probably have to come from a brand itself."

Think about it. Traditional media that build content then sell advertising against it are eventually beholden to the advertisers, and their scrutiny. A traditional magazine, newspaper, or TV show can face enormous stress from a variety of marketing partners; some of which will likely have conflicting brand values. Faced with economic pressure, traditional media outlets can struggle to find a balanced perspective. And too often, this can lead to a watered-down, moderate compromise of the original intent.

Traditional media that build content then sell advertising against it are eventually beholden to the advertisers, and their scrutiny.

A brand, on the other hand, has the luxury of only answering to itself—and its audience. Take the recent Nike-Kaepernick ad. Sure, it outraged some. But for Nike fans it was "true" to the company's core values. Which is why it helped sales surge 30+% in days following the ad. 

I'm not going to pretend branded content comes without risk. For brands not clear on who they are and what they stand for, I don't recommend building branded media platforms and engaging directly with audiences. Inevitably, a group will be upset over some aspect of the branded content. And if the brand's foundation isn't strong enough, they'll crumble under the adversity. But for those leading brands that DO have a pioneering spirit and a legacy of innovation, I say:

1. Content is the key to building strong, lasting relationships with your customers.
2. Mindshare is infinitely more valuable than marketshare; and longer lasting.
3. Now's your chance! Technology and the sharing economy have made quality, branded content both practical and profitable.

A New Era - "Branded" Content is King

As head of strategy at advertising agencies, I spend a lot of time guiding CMOs and substantiating our marketing recommendations to their CEOs and CFOs. Each company has different goals, products, and audience targets; so my recommendations vary. But for the past decade-plus, regardless of company size, status, or industry, I've advocated branded content as part of the marketing mix. Admittedly more important in some cases than others, I've yet to find a single company that shouldn't be using today's technology and OTT distribution to share its own content.

In presentations to clients, I like to cite a story from Bill Gates to hammer home my belief in the power of branded content. Gates was asked to explain how this new thing called "the Internet" would impact business in the future. In a remarkably prescient piece written way back in January 1996, his response focused on the connectedness the Internet would bring. He titled his essay, "Content is King." 

In that post Gates wrote, “One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher." He closed the essay by concluding, "Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content." He also said, "No company is too small to participate."

"[Internet] opportunities for companies involve supplying information or entertainment. No company is too small to participate." —Bill Gates, “Content is King” 1/3/1996

I often tell this story and use Gates' quotes because I believe he's right. This is the opportunity every brand has dreamed of—the chance to build a direct relationship with customers via engaging branded content. No gatekeepers. No media interceding. Brands today can—and should—create and share thoughtful, insightful, and valuable content with their audience. 

For the brands that are ready for a magazine-based media platform, I encourage them to think big. Hire professional editors and writers, and operate like a professional media company. Do NOT create a marketing brochure. Do NOT be afraid to tackle controversial stories and/or get on board with movements that match the brand's values. Do NOT compromise, ever. Because if you do, it's not just that piece of content you betray, but the very brand itself.

I strongly believe it's time for brands commit to a content strategy and embrace branded content as a core marketing tenet. Sure, at some point your brand might attract negative criticism. But taking a strong position on a controversial subject should only enhance your stature and respect with your audience. As long as the content remains true to the brand pillars, there's nothing to lose and everything to gain. Do this, and your brand just might succeed in creating that perfect, all-in-one magazine my colleague longs to find.

What do you think?

I want to know what you think. But before you bash me as a print dinosaur, please know that I've spent more than 20+ years working in mostly digital agencies. And when I refer to a "magazine" I mean print, digital, blog, social, video, and more. I'm referring to the idea of branded content platforms at the highest levels. 

If you do agree with me, what are some of your favorite examples of quality branded content? For me, I absolutely love what Porsche has done with Porsche Christophorus magazine, and look forward to each issue. I also have a lot of respect for NET-A-PORTER's Porter magazine and how it artfully embraces #MeToo, equal pay, and powerful women as part of its core content strategy. I could go on and on, but I'd like to know what you think ... 

Will the most popular media in the future be branded content?

—@donaldnosek