NYT Aims to Double Its Branded Content Business
Content marketing has gotten more complex in some ways, and yet it is clarifying in others. Remember just a couple of years ago, when people were hot and bothered about the colors and thickness around the Times' first Paid Posts? Some raised good questions of the lines between church and state, editorial and advertising - and others mistook contemporary content marketing for old-fashioned, unmistakably boosterish "advertorial" that has long plagued newspapers and magazines.
The Times has found the big budget sweet spot for its T Brand Studio: between $250,000 and $500,000. It now has completed 70 campaigns