Are journalists the original influencers?
The Trade Desk
We’re committed to making digital advertising better, because the future of the open internet depends on it.
New media platforms are returning to an old idea: The power of individual journalists
By Chris Brooklier
When Rawiya Kameir tells Uber and Lyft drivers she’s a journalism professor at Syracuse University, they sometimes respond by saying they don’t trust the media anymore. These drivers long for the “good old days” of news with Walter Cronkite, who started at CBS in 1950. Cronkite has become a brand in himself, a symbol of a time when there was greater trust in the media.
And they’re not alone. Trust in individuals who deliver news and information is higher than institutions themselves, according to a recent poll from Gallup and Knight Foundation. As the journalism world is faced with both trust and revenue challenges, news platforms are looking for inventive ways to build an audience in the digital age. Some outlets are leaning on journalists’ personal branding powers to build loyalty for their publications — all while incentivizing reporters with ownership roles, compensation for driving subscriptions, and equity stakes.
“The journalist as a brand is this idea about, well, if I am making the stories that help The New York Times be The New York Times, then why shouldn’t I have a sort of bigger stake in the equation?” Kameir tells The Current.
Newer-to-market news platforms are at the forefront of this change in approach. Digital media company Puck and global news outlet Semafor are two publications that are intentionally putting their reporters front and center. One look at both Puck’s and Semafor’s “front pages” makes it clear their reporters are a top priority — with promotion for specialized newsletters from each insider taking up prime real estate.
________________________________________________________________
Recommended by LinkedIn
Just briefly
In a recent op-ed, Natalee Geldert, the head of brand media at PMG, discusses how a campaign-based budget can strike the best balance between agility and value when it comes to connected TV strategies.
On The Current Podcast, Shyam Venugopal, PepsiCo’s SVP of global marketing and media transformation, breaks down why simple human insights lead to better “people-based marketing.”
________________________________________________________________
Baseball is sporting jersey sponsorships for the first time, and it could be big for brands
By Travis Clark
America’s pastime has undergone some big changes recently.
Major League Baseball (MLB) introduced regulations to speed up games this season, including a pitch clock and bigger bases. But new rules aren’t the only thing shaking up the sport.
This season marks the first time the MLB has allowed brand logos on team jerseys, and 14 out of 30 teams have secured sponsorship deals so far. The New York Yankees, for instance, recently took to the field with Starr Insurance patches on their sleeves. The move opens a major opportunity for brands to be seen by millions of fans, both in the stands and at home.
Baseball joins three other professional sports leagues in the U.S. — Major League Soccer, the National Basketball Association (NBA), and the National Hockey League (NHL) — to allow sponsorships on jerseys. Baseball could potentially drive the most monetary value for brands through sheer exposure.
“Think about the number of times a pitcher, and more specifically his off-hand sleeve, is shown during a game,” Sam Nursall, a senior analyst with data firm Ampere Analysis, tells The Current. “The MLB additionally determines on which sleeve the patch is to be worn based on whether the pitcher is right-handed or left-handed, for maximum exposure.”
________________________________________________________________
This content was originally produced in The Current’s weekly newsletter. Sign up to get the latest in modern marketing delivered to your inbox.