Matt Bijarchi, CEO and chief creative officer of Blend, related, “Increasingly, brands are realizing that they are really publishers themselves. They have a built-in audience and that audience has a nearly insatiable taste for content. The best way to service that consumer desire is to publish.
“Take for instance what Dollar Shave Club did with MEL,” continued Bijarchi. “They created their own online magazine/blog and filled it with interesting content that their consumers yearn for. They essentially had already cracked the code with video content and they’ve now taken it one step further and became their own publisher. Very smart.”
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Ad Agency Mid-year Survey: VR, In-House Production, Brands As Publishers