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Can Tech Startups Do Journalism?

Can Tech Startups Do Journalism? | Public Relations & Social Marketing Insight | Scoop.it
From www.theringer.com - September 29, 2017 7:45 PM

In June 2015, a new, hyperspecific website named Van Winkle’s went live. It was billed as an online destination for “all aspects of sleep and various nocturnal adventures” by its editorial director, Elizabeth Spiers, formerly an editor at Gawker and the Observer.

 

In its first week, the site’s pieces included a listicle about dream sequence clichés and a 2,800-word feature on the rise of benzodiazepine prescriptions. Its editor-in-chief, Jeff Koyen, heralded it as “the first editorial venture of its kind.”

 

What he meant by that had as much to do with its niche subject matter as it did its funding source: Van Winkle’s was not a traditionally independent journalistic venture, but the latest product of mattress startup Casper.

“We have a long-term vision for Casper to become the dedicated brand for all things sleep, and part of owning that category is owning the best content related to it,” Casper CEO Philip Krim told The Wall Street Journal at the time, speaking pure startup. He later added: “The mandate is to create awesome content and that’s it.”

Jeff Domansky's insight:

Here's a profile of Van Winkle's "news" and some interesting insight into content marketing and journalism. More recommended reading. 9/10

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It's Come to This: A Newsroom Devoted to Brands

It's Come to This: A Newsroom Devoted to Brands | Public Relations & Social Marketing Insight | Scoop.it
From mashable.com - October 17, 2013 8:33 PM
NewsCred has launched a newsroom for brands seeking content marketing.


Who says no one's investing in journalism anymore?


NewsCred, a six-year-old New York-based content marketing company known for licensing articles from The Economist and the New York Times to brands, is creating its own newsroom with 500 journalists.


The writers, photographers, videographers and digital artists on contract with NewsCred will be at the disposal of brands seeking original content. The company is being selective about whom it hires. The pay is also decent: a minimum of $500 per blog post and $1,000 per article. The journalists get 100% of the fees for such articles. A NewsCred rep says the content is a value-add; the company's real business is in licensing its software platform, which a brand can use to upgrade their marketing outreach....

Jeff Domansky's insight:

Fascinating trend but many questions will arise including ethics, costs, copyright, transparency, credibility, trust, editorial oversight, fact checking, and many of the other issues that have plagued many of the old media or launched several of the new digital media.

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Vox Media: The Company That Did Beautiful Longform Storytelling Before ‘Snow Fall’ | 10,000 Words

Vox Media: The Company That Did Beautiful Longform Storytelling Before ‘Snow Fall’ | 10,000 Words | Public Relations & Social Marketing Insight | Scoop.it
From www.mediabistro.com - June 23, 2013 8:47 PM

...Effectiveness of longform

So the question we all have about these beautiful layouts. Does it work? Is it more engaging? How do we know? Though Brundrett didn’t have exact numbers to provide, he said their numbers have grown and the audience has developed higher expectations for what they produce.


“We get really great traffic to these pieces, off the charts engaged time, people are reading all the way down the page, great comments and discussion,” Brundrett said. “From a social perspective they get shared like crazy . They do really well for us.”...

Jeff Domansky's insight:

Great read for content marketing, brand journalism, native advertising, social marketing and PR pros.

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Lynn O'Connell for O'Connell Meier's curator insight, June 24, 2013 3:18 AM

Interesting opportunity for associations to bring content expertise to life in longform digital stories.
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Inside Forbes: What Journalists Must Know -- and Can Do -- About New Upheavals in the Ad World

Inside Forbes: What Journalists Must Know -- and Can Do -- About New Upheavals in the Ad World | Public Relations & Social Marketing Insight | Scoop.it
From www.forbes.com - January 22, 2015 8:54 AM

"Half the money I spend on advertising is wasted. The problem is I'm not sure which half." ~ John Wanamaker, Philadelphia department store magnate


It would appear Wanamaker’s lament, repeated by many who came after him, will finally be a thing of the past. One of the grand promises of the Internet was to make advertising more efficient. To a large extent it has, but not like what’s to come for big brands. I learned that first hand last month when we didn’t meet a marketer’s unstated expectation that 100% of its display ads on Forbes.com would be in view for readers to see.


Until recently, that wasn’t a standard contractual obligation. Then, the marketer told us it had monitored in-view rates with new ad technology. The industry calls it 100% ad viewability, and compliance presents daunting challenges for every publisher.


For journalists asking why they should care, it’s simple: the news business is about to dramatically change — again.


That’s actually a good thing. Journalism must adapt  – and it has — as digital publishing and social media continue to democratize the creation, distribution and marketing of content....

Jeff Domansky's insight:

Lewis DVorkin ponders the impact of new upheavals in the ad industry and journalism  Good news and bad depending on how publishers respond.

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Marco Favero's curator insight, January 22, 2015 11:34 AM

aggiungi la tua intuizione ...
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Storytelling Ads May Be Journalism’s New Peril

Storytelling Ads May Be Journalism’s New Peril | Public Relations & Social Marketing Insight | Scoop.it
From www.nytimes.com - September 16, 2013 2:12 AM

... Now the new rage is “native advertising,” which is to say advertising wearing the uniform of journalism, mimicking the storytelling aesthetic of the host site.


Buzzfeed, Forbes, The Atlantic and, more recently, The New Yorker, have all developed a version of native advertising, also known as sponsored content; if you are on Buzzfeed, World of Warcraft might have a sponsored post on, say, 10 reasons your virtual friends are better than your real ones.It is usually labeled advertising (sometimes clearly, sometimes not), but if the content is appealing, marketers can gain attention and engagement beyond what they might get for say, oh, a banner ad.Mr. McCambley is wary.


He says he thinks native advertising can provide value to both reader and advertiser when properly executed, but he worries that much of the current crop of these ads is doing damage to the contract between consumer and media organizations....

Jeff Domansky's insight:

Will native advertising kill journalism's social contract?

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