Great article in Women’s Wear Daily
“Editorial is the new advertising” writes Rachel Stugatz in WWD. Brands are using content to sell and a new form of editorial journalism is being created.”In the new world order, a company must utilize a combination of bought, owned and earned media to most effectively reach its target demographic, Jarrold explained. Bought media consists of traditional advertising, such as banner and print ads; owned media is content produced by the brand, and earned media is the word of mouth a company drives, which is generated by bought and owned media.” said Tom Jarrold, chief marketing officer at A|X Armani Exchange to WWD
…and journalists become the great entertainers of this new marketed word!
As long as we are aware of it….