...It’s typically the work of a highly compensated ad agency. But it’s possible that the experiments of a site dedicated to fake news finds itself on the leading edge of a business model that changes the finance model of real journalism.
The buzz is whether brand-sponsored content is ruining publishing. But what if publishers could take control of the trend?
Creative Partnerships: the Secret Sauce of Sponsored Content?
Onion Labs was born barely over a year ago, out of necessity rather than planning. Microsoft was planning an ad buy to coincide with the release of its IE9 browser; the company deemed it “important to get The Onion’s voice and sensibility in their ads,” says Grant Jones, The Onion’s former advertising director and now the VP in charge of Onion Labs....
Via Jeff Domansky