In a first for the publisher,
, launching this month, promises to bring ‘clients and media agencies in direct contact with editorial to work on cross-media brand projects’.
Is this project just another sign advertising and editorial are set to blur even further this year? And how can publishers reap the benefits without compromising their relationship with their audience?
Bauer Access Creative Directors Brent Coulson and Joe Evea will be among the speakers at our next Forum on 17 February
, at the Blue Fin in Southwark.
At this event we ask whether such cross-overs risk damage to editorial integrity, or whether as Matt Kelly argued last year
, the internet is ‘the perfect forum’ for integrating editorial and commercial, “in a way that traditionally wasn’t either desirable or practical in print”,
Attendance at our Forums is now free for Publisher (Board and Affiliate) Members - see below for further details, or Book your place at this event now.
'Maintaining editorial integrity and making partnerships pay'
on 17 February will also feature TopGear.com
Editor Chris Mooney, Tony Hallett, CBS Interactive UK
's B2B Publishing Director, Oliver Newton, Head of Emerging Platforms, Starcom MediaVest
and Noel Penzer, VP of Business Development at Aol Europe
In September of last year, Aol made its own play in this space, launching Project Devil
, with a range of FMCG advertisers
: Project Devil’s aim is “to construct an ad unit that looks like content… [allowing] advertisers to program real content on the page.”
left - a messy example of the ad/content split & right - how Project Devil promises to streamline & improve this
More Background on sponsored content and content partnerships
Brand mentions preferred to ads, especially for the young
When advertising and editorial collide
Gawker VP says sponsored posts will bring in majority of revenue one day
(Nieman Journalism Lab)
New Pricing Structure for Members
Attendance at our Forums is now free for Publisher (Board and Affiliate) Members
who renew membership for 2011, up to a maximum of 4 places per company. Any additional places will be invoiced at £95+vat.
Tickets for Associate Members
remain at £95+vat - if you are an Associate, and wish to book, please login and register for the event, and we will invoice you.
Unsure if your company is a member? Please see our Full list of AOP Member Companies
Find out more about this event.
Join the AOP group on LinkedIn
- open for all Members
to AOP's e-newsletter.