Marketers’ increasing desire for content has led most publishers down a similar two-pronged path: Media companies including The New York Times and The Huffington Post create in-house teams, then occasionally outsource work to content marketing agencies such as Contently.
But Tribune Publishing, which was spun off from its sibling TV stations into a publicly traded company last month, is striking a third and less traveled path as it pursues content-marketing dollars.
The owner of major newspapers including The Los Angeles Times and Chicago Tribune, which have burgeoning staffs to create text-based content for brands, is taking a minority stake in Contend, a content-marketing shop that works with Tribune Publishing on making videos for advertisers.
Tribune Publishing Invests in a Content-Marketing Shop
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