SPONSORED CONTENTA Broader Relationship with the U.S. News MediaSteve Rubel, Chief Content Strategist

WHY NOW:A STORM OF DISRUPTION

SCARCITY ERODES: SUPPLY > DEMAND

SUBSCRIPTION FEES:(MOSTLY) OFF THE TABLE

AD TECH BOOMS,AD RATES DROP

MARKETERS EMBRACE ACONVERGED MODEL

EMERGING FORMATS:A MIX OF OLD AND NEW

THREE MODELS:ALL FOLLOW TRADITION

ADVERTORIAL:PAID SYNDICATION

PRODUCT PLACEMENT:PAID INTEGRATION

NAMING RIGHTS:PAID CO-CREATION

SPONSORED CONTENT:ETHICAL FRAMEWORK

CRITICAL ISSUE ONE:DISCLOSURE

• Edelman will disclose that editorial-style “sponsored content” on major news sites is in fact sponsored

• The firm will advocate that its partners include the opportunity for the audience to substantively participate in the conversation

CRITICAL ISSUE TWO:QUALITY

• Sponsored content programs will be primarily utilized to amplify that which is owned and/or earned media - not replace it

• In a fluid medium, sponsored content should aim to be constantly updated and sometimes expanded to reflect new information

CRITICAL ISSUE THREE:PROCESS

• Edelman will not engage in quid pro quo discussions that intertwine paid and earned. Further, it maintains a strict policy that it does not engage in pay-for-play

• The firm will separate its day-to-day earned media work with journalists from the paid work in structuring news media partnerships

PR AND THE PRESS:A LONG PARTNERSHIP

SPONSORED CONTENT: PAID AMPLIFICATION

Steve Rubelsteve.rubel@edelman.com

@steverubelhttp://edl.mn/scpaper