Watch out. As goes publishing, so goes educational publishing. "'Four years ago advertisers just wanted impressions served to a publisher's audience, now they want to be immersed in the content,' said Moksha Fitzgibbons, Complex Media's head of sales. Brands also pay Complex to create content that isn't published on its properties, he said. They buy it, and publish it on social networks or on their own sites." It's getting harder and harder, if not impossible, to distinguish between independent content, and branded paid-for content, especially in social media.
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