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Publishers have been trading on their unique audiences and ‘authentic voice’ to sell content to brands for years – but this lucrative market may be coming to an end. Sachini Imbuldeniya, CEO of creative and content agency House of Oddities, argues it’s time for publishers to embrace radical honesty instead.
If you’ve been working anywhere near the content marketing industry in the
last ten years, you’ll know that one of the most over-used terms in it is
‘authenticity’. This, supposedly, is what the people want: in the Stackla
Report (2021), 81% of millennials said authenticity is important when
deciding what brands they like and support.
Authentic content has always been good business for publishers with the
teams to exploit it. Why would a brand write an advertising feature for
their website – when they could run it in, say, The New York Times, and
have it created by the New York Times’s in-house T-Brand Studio, who can
research and write it in an ‘authentic’ NYT voice instead? As a trusted
source of news and with a big audience to deliver it to, this is a good
deal for both the client and the publisher.
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