Church & State: Media/Brands Living Harmoniously
Once upon a time, there was a firm divide between traditional media voices and the brands that filled their editorial and ad space. In today's ever-changing world of media, however, the gap between the two is not as wide as it once was. With brands facing the growing challenge of becoming credible content creators, and traditional publishers confronting the fiscally unstable evolution of the traditional media model, more and more marriages of convenience are occurring. From FOX NEWS to the satirical news empire The Onion, media are partnering with brands who want to leave their digital content creation to the professionals. Brands are left with an expertly-crafted, truly creative competitive edge and media are left with, well, a viable alternative to the old business model. It's an exercise in adaptation on both sides. This panel will explore the changing relationship between media and brands -- who's getting in bed, what they're getting out of it, and what's still sacred.
Additional Supporting Materials
- How has the relationship between brands and media changed in recent years?
- What developments in the digital and social media spaces are fueling the lessening "gap" between brands and media?
- Who are the hottest brand/media partners and what kinds of content are they turning out?
- How can we expect the relationship between brands and media to continue evolving?
- What stays "sacred" for media when working with brands? What are the barriers not to be crossed?
Jamie Hannah Freshwire