Nieman Foundation at Harvard
HOME
          
LATEST STORY
How do audiences decide what news to trust? Fairness and accuracy aren’t the only things that matter
ABOUT                    SUBSCRIBE
June 26, 2014, 4:26 p.m.
Business Models
LINK: digiday.com  ➚   |   Posted by: Caroline O'Donovan   |   June 26, 2014

Digiday’s Lucia Moses has a piece noting GE’s significant steps into the world of digital publishing:

GE has used sites like The Economist and Quartz for native advertising to promote itself as a supporter of innovation. But its biggest and most visible effort to date came in March with the introduction of #pressing, a policy news hub that pulls in content from millennial-aimed Vox, where #pressing made a splash as a launch sponsor.

Other content partners are CNN, Politico, NBC News, Slate and Fox News.

GE’s sponsorship of Vox has indeed been eye-catching, from large ads at the bottom of stories to preroll on Vox videos.

vox-ge-pressing

The #pressing website aggregated GE-sponsored content from Vox, Fox, NBC, CNN, and elsewhere.

But #pressing isn’t the only stab GE has made at outsourcing the production of editorial content to experts in hopes of promoting its expansive brand:

Earlier in the year, its financing unit GE Capital launched Mid-Market Pulse, a news site focused on mid-sized companies, GE Capital’s target market. Slate’s branded content unit, Slate Custom, conceived of and manages the site’s content.

Moses doesn’t even mention Ideas Lab, a GE-branded, Atlantic Media Strategies-run site that launched less than a year ago. GE sponsors other sites as well, like Txchnologist, a digital “industry, technology and ingenuity” magazine.

When you consider the variety of places around the Internet you might come into contact with content that sponsored by GE — not just on their own sites, but on lots of partner sites as well — it seems that GE is looking beyond what you might call sponsored content.

Moses goes so far as to ask whether GE-funded sites might not be planning to one day compete outright with advertising or subscriber backed media.

As for Mid-Market, though, Nelson said it’s been growing steadily and that the ambition is to continue it indefinitely. “The goal is, this is someone’s Monday morning destination. We’re filling a void.”

Show tags Show comments / Leave a comment
 
Join the 50,000 who get the freshest future-of-journalism news in our daily email.
How do audiences decide what news to trust? Fairness and accuracy aren’t the only things that matter
A new Reuters Institute report finds that editorial standards and journalistic practices may be less important for trust in news than audience impressions about brand reputations and the look and feel of how information is presented.
Facing “unprecedented demand,” The Dart Center for Journalism and Trauma expands (and adapts) its offerings
“We were changed by the practicalities of the pandemic. But we’re also changed by a radical shift of awareness in journalism of the challenges of covering these events, and the psychological costs to journalists of unremitting stress.”
Facebook is going to ask you more often what you want in your News Feed
“Is this post worth your time?” (Or is it at least a picture of people hugging?)