Brand newsrooms are a hot new trend in marketing. To believe the hype, every brand should be staffing up with journalists and going 24/7. In reality, the model’s not right for the majority of brands.
Brian Solis wrote “every brand should become a media to earn relevance“. And the trend for companies to partially become media companies is strong. This interesting article looks at whether this means they should have their own newsroom because they can (as Virgin’s Mobile head of global marketing Ron Faris puts it “We created our newsroom for a fraction of what it costs to create a 30-second spot“), whether they should rely on an agency or whether they should simply pass.
While I would tend to agree with Saya Weissman’s conclusions that going all the way to a newsroom isn’t appropriate for all brands, I see a larger in-between opportunity around content curation for brands. Producing unbiased, relevant and engaging content on a regular basis is not only tough: it might be impractical. Building on external sources and 3rd-party content has always been an interesting way to enlarge any discussion.
See on www.digiday.com