Getting the News into “Brand Newsrooms”

Celebrating Oreo’s now-famous twi-jacking (Or is it “twit-jacking?”) of the Super Bowl for the brand’s own milk-and-cookies purposes, the ad business erupted early this year with ecstatic chatter about so-called “brand newsrooms.” While the chatter focused in minute detail on brands and to a lesser extent on rooms, there was virtually nothing about what constitutes news.

Apparently, the ad people peddling brand newsrooms know nothing about news. So the brand newsroom conversation has been ill informed at best and nonsensical the rest of the time.

The focus on news from brands is appropriate and necessary. Brands live in the same digital world as the rest of us. Our world is increasingly dominated by social sharing, driven by content. If a brand wants its stories shared on social platforms – and it does – those stories need to be newsworthy in the most straightforward sense of the term: new and worthy of an audience’s attention. So brands need to master a concept that’s as central to journalism as it is to swapping stories with your neighbor: news value.

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Why Most Native Advertising Will Fail

Are you familiar with the term "native advertising"? You may have read about it on popular blogs like Techcrunch, Adweek and Advertising Age, but can you put your finger on exactly what it means? 

Whatever it is, native advertising doesn't work simply because someone put the word "native" before it and because it doesn't fit the standard definition of advertising—the 30 second spots, the billboards, the banner ads. 

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