One of the key questions in the media industry is how brands will integrate their communication into the emerging digital media models. In my conversations with media owners, it is clear that a strategy for the integration of brand communication (read advertising and PR) is far from final. In fact many media owners have given remarkably little thought to how they are going to integrated brand communication into a digital world where the normal placement anchors are no longer available.
Veteran US journalist Lewis Dvorkin (in video above) is not one of those media owners. His online journalism offering True/Slant has a business model that offers marketers a communications platform that's more than just traditional ads.“Through Ad/Slant, marketers get a page, the same social tools and distribution as journalists, and the ability to have their own content alongside the news and opinion,” Advertising Age recently wrote and quoted Edelman CEO Richard Edelman as saying "The opportunity for us in PR is to work in both the free and paid sides of True/Slant. The advertorial can be the company's view on a set of issues, updated in real time. The reader community's participation is enhanced with links and cross-references to bloggers or journalists in mainstream media."