The business models for funding content are fundamentally shifting, and this shift will deliver a new paradigm in communication planning.
The traditional models for funding quality journalism via advertising seem under irrevocable strain especially in newspapers.
Programme makers on TV are for the first time beginning to whole heartedly welcome advertisers directly.
This was certainly the message of MediaCom Beyond Advertising’s first branded content conference last week. Jimmy Mulville, comedian and co-owner of Hat Trick Productions announced that he looks forward enthusiastically to the day when the producers of quality TV content come directly to advertisers and media agencies to discuss their ideas. Mulville wants rid of the term “Advertiser Funded Content”, because he says it worries some people on his side of the professional fence. They fear perhaps being asked to produce a ghastly hybrid of a public relations film and long and mediocre commercial.