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Brand newsrooms across the land are gearing up for the 87th annual Academy Awards Sunday night, hoping to “newsjack” the event with pithy real-time content that upstages the big show. In the spirit of branded blitzkriegs on massive TV events, let’s think back to where we were for Oreo’s “Dunk in the Dark” on Feb. 3, 2013.
Like most journalists, I climbed the ladder working for established media companies. When I switched teams and tried to build a newsroom for a corporate client, it was a rude awakening. Whether I was chasing my own stories or directing the efforts of others, traditional media companies always guaranteed a few constants: 1.
Every battle starts with a single shot, but this one started with two. In the Hyperlocal Content Wars of 2009, two successive rounds were fired in my town of Maplewood, N.J., when Tim Armstrong’s Patch.com and The New York Times Local both set their sights on our village. As a laboratory for experiments in scalable, community-focused news, Maplewood made perfect sense.
Ello may consider itself a place where brands are unwelcome, but publishers are already starting to set up shop on the most viral social network since Snapchat burst onto the scene in early 2013. As it rides a wave of anti-ad and anti-Facebook sentiment, it still remains to be seen whether Ello is the next GM or the next Tucker Corp.
Sixteen years later, I can still feel the flames. When the commercial Internet was still young, I may have been the first editor to take a storied magazine brand web-only. In 1998, the much-loved MacWEEK magazine (where I’d been news editor) traded its Mac focus to become a cross-platform book called eMediaWeekly, and I became the head of a small team tasked with carrying th ...
When it comes to working with the IRS, I do everything I can to avoid an audit. When I’m working with a client to identify the most strategic use of content, however, auditing their information assets is among my favorite tasks. It’s a gratifying treasure hunt and often a surprise to the stakeholders who have invited me in.