About Joe
Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is founder of the Content Marketing Institute and SocialTract. This blog looks at the trends in content marketing, and how marketers can learn to think and act like publishers.
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Publishers Are Now Agencies
Louise Story of The New York Times just penned “Publishers Creating Their Own In-House Ad Agencies.” Couple of key thoughts I have on this story:
1. This is pretty much old news. At least on the business-to-business side, this has been going on in significant way since at least the late 90′s. Penton Media really got on the bandwagon offering these services in the early 2000′s. That said…kudos to Louise for focusing on it. This trend continues to affect how marketers can find good content partners for their marketing programs.
2. This continuing trend is just another nail in the ad agencies coffin. Marketing services, formerly the domain of advertising agencies, is now a must for all publishers and interactive groups.
3. Obviously, the publishers mentioned in this article (Conde Nast and Hearst) are smart for what they are doing…but they still have an old publisher’s mentality by using custom solutions as a value add. What happens to the “charging for cost only” model when clients don’t want the media anymore, they just want the custom solutions. Meredith, and most other content marketing providers, are in a much better position when that day happens. Part of showing value to the client for these types of services is in the way we price it as well.