Taxonomy results for: media

Over the past few years both marketers and media companies have become more focused on sponsored/branded content (or native advertising if you prefer), the former as a new way to connect with audiences, and the latter to replace revenue lost with the decline of traditional ads. This a trend we welcome, both for the obvious commercial reasons and because we sincerely believe content marketing at its best—i.e. an organisation sharing genuine insights backed by data or thoughtful research—is far preferable to the shouty, saturation-based approach to marketing that dominated in decades past.

That said, having emerged from the media world, there are aspects of the sponsored content explosion that give us cause for concern, chief among them the difficulty sometimes of distinguishing between articles that are honest journalism or opinion, and the paid-for variety.

To be clear, we’re not calling out Forbes or the PR firm in question here; Forbes is an old hand at the sponsored content model and its branded content is typically clearly labelled as such. The views in the article (since apparently removed) may well have been genuine. But the fact it attracted scrutiny is troubling enough. There’s no shortage of other examples of the lines between editorial and advertising being blurred, from the merely questionable to the sanctionable.

Too many of those examples, and media outlets will find themselves completely discredited by audiences convinced they’re bought and paid for. Companies, meanwhile, will see most of what they publish crashing against a brick wall of cynicism. And of course, eventually audiences themselves will lose out, as a revenue/publishing model that has every shot at being sustainable breaks down and more publications close. Not a good situation for anyone, in other words.

So while we couldn’t agree more that brands need to start thinking, and publishing, more like media companies, it’s also vitally important that the ‘walls’ between brand and media don’t disappear completely, and that all sides practice complete transparency—especially at a time when the highest powers are only too happy to call the media and what constitutes truth into question.

At the very least that means clearly and visually distinguishing paid from editorial content, via unique logos, altered formats, even different colour schemes or backgrounds.

Ideally for media companies, it also means ring-fencing editorial and commercial staff, and limiting the participation of journalists in commercial projects (a practice we know some of our former employers have adopted).

In the end, there’s little to be lost from this approach. Few people will dismiss well-reasoned, credible views or intelligence from commercial sources. After all, journalists contact companies for their perspectives on industry or market issues all the time. And (we hope) no one would begrudge a publication the opportunity to earn the kind of revenues that will allow it to pay its journalists a living wage. In the media/ad business at least, honesty really is the best policy.


HONG KONG/NEW YORK, June 13, 2017 — New Narrative, Asia’s leading custom media agency, today announced that Lorraine Cushnie has joined the firm as a partner in its Hong Kong office.

New Narrative creates custom research, thought leadership, multi-platform editorial content and publishing campaigns for top-tier corporations and media organisations worldwide.

Cushnie, an award-winning financial journalist and editor, has spent 15 years covering financial and professional markets in Europe and Asia. Drawing on her extensive experience in banking, asset management and the legal industry, Cushnie will consult on, devise and execute market-leading content campaigns for New Narrative clients across these sectors.

Cushnie joins from Euromoney Institutional Investor where she was the managing editor for the banking and capital markets group in Asia. Based in Hong Kong, she oversaw the editorial teams and publishing schedule for the company’s financial titles including Asiamoney and GlobalCapital.

While at Euromoney, Cushnie established the first news site dedicated to covering the internationalisation of the renminbi, which now publishes under the brand GlobalRMB and is the leader in its field. She also produced custom reports and content for the region’s leading banks and has been a regular moderator of panels and roundtables at major industry conferences.

Cushnie holds a degree in German from King’s College London and a postgraduate diploma in Newspaper Journalism from City University London for which she received a bursary from the Guardian Media Group.

Cushnie joins at an exciting time for New Narrative which launched an office in New York in February and is expanding its operations in Hong Kong.

“We are delighted to welcome someone of Lorraine’s calibre,” said Joseph Chaney, Hong Kong-based co-founder of New Narrative. “Her joining is a tremendous boost for our team from both the editorial and business development standpoints.

“Since its founding by experienced financial journalists in 2013, New Narrative has shown consistent growth in a wide range of sectors, particularly financial services. Lorraine’s credentials as an experienced journalist and editor mean she is ideally positioned to drive the company’s expansion in this field in Asia and beyond.”

About New Narrative

New Narrative Ltd. (n/n) is a content consultancy and custom media agency founded in Hong Kong in 2013. The firm conceptualises and creates tailor-made content campaigns that drive value for a range of global companies, media organisations and research institutions.

New Narrative partners have decades of experience as senior editors and executives in leading media organisations, reporting on market-leading events and producing insightful commentary and analysis for an audience of senior decision-makers.
Press enquiries:

US:

Glenn Mott, Partner
glenn.mott@new-narrative.com
+1 646 330 3282

Hong Kong:

Joseph Chaney, Partner
joseph.chaney@new-narrative.com
+852 9411 7441

 


HONG KONG/NEW YORK, Feb 8, 2017 — New Narrative, Asia’s leading custom media agency, today announced the expansion of its operations to North America with the opening of an office in New York City that will be led by Glenn Mott, a former executive editor and publishing director at Hearst.

New Narrative creates custom research and thought leadership, multi-platform editorial content and publishing campaigns for top-tier corporations and media organizations worldwide.

Mott, an award-winning editor, publisher and journalist, joins New Narrative as the founding partner of its North American operation. Mott will draw on his extensive experience and industry network to lead the firm’s North American expansion, as well as the development of new production and distribution solutions that will enhance the reach and impact of client content and media projects.

In his previous role as editor and publishing director for the Hearst newspaper syndicate, Mott oversaw an array of syndication partnerships with global media organizations, including The Guardian, The Toronto Star, Bulls Press, Univision, Tribune Content Agency and Gannett. As publishing director he was responsible for printed book, digital and mobile publishing across all Hearst syndicated features. Mott built a diverse catalogue of titles in all formats covering a broad range of categories, including finance, healthcare, memoirs, travel, food and wine, and graphic art.

In these roles Mott also created syndication and editorial marketing strategies for a broad range of clients, including, The Atlantic, the Gallup Organization, Democracy Now!, Gatehouse Media and Lonely Planet.

Mott is a graduate of the Hearst Management Institute, conducted by the Northwestern University Kellogg School of Management, and Medill School of Journalism. He was a Fulbright Scholar at Tsinghua University in Beijing (2008-09) and a Kathryn Davis Fellow for Peace at Middlebury College (2013).

“Since its founding by experienced financial journalists in 2013, New Narrative has shown consistent growth in a wide range of sectors including professional and financial services, media, healthcare and technology,” said Joseph Chaney, Hong Kong-based co-founder of New Narrative. “In North America, we will expand into new fields such as education and build the highest-quality customized media services for clients in need of tailor-made editorial content, syndication, and press and publication infrastructure.”

“Given his credentials as an executive editor and publisher with deep expertise in multi-platform product creation and development, syndication and media partnerships, Glenn Mott is ideally positioned to lead the company’s North American journey.”
About New Narrative

New Narrative Ltd. (n/n) is a content consultancy and custom media agency founded in Hong Kong in 2013. The firm conceptualizes and creates tailor-made content campaigns that drive value for a range of global companies, media organizations and research institutes.

New Narrative partners collectively have more than 50 years’ experience as senior editors and executives in leading media organizations, reporting on market-leading events and producing insightful commentary and analysis for an audience of senior decision-makers.
Press enquiries:

In the U.S.:

Glenn Mott, Partner
glenn.mott@new-narrative.com
+1 646 330 3282
In Hong Kong:

Joseph Chaney, Partner
joseph.chaney@new-narrative.com
+852 9411 7441