innovative wine branding ideas from around the world
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Brand content is the advertiser’s dream come true. The downfall of the print press has opened floodgates: publishers become less and less scrupulous in their blurring of the line between editorial and promotion — which is precisely what ad agencies always shoot for. Most women magazines, the luxury press, and now mainstream glossies allocate between 30% and 70% to such “tainted” editorial: nice “journalistic” treatment in exchange for favors on the advertising side. I’m not blaming publishers who do their best to save their business, I’m just stating the facts.
The consequence is obvious: readers are not informed as they should about products. Less and less so. (Although islands of integrity like Consumer Reports remain.) That is not good for the print media as it feeds the public’s distrust. While many publications lose what’s left of their credibility by being too cosy with their advertisers, brands are becoming increasingly savvy at producing quality contents that mimic traditional editorial. As brands tend to become full blown medias, the public will get confused. Sooner or later, it will be difficult to distinguish between a genuine, editorially-driven prime-time TV show and another one sponsored by an advertiser. Call it the ever shrinking journalism.