Category: In the News

This week’s Media Briefing will look at why publishers including The Wall Street Journal, Fortune and Bloomberg are testing putting video behind the paywall to drive and retain subscriptions and adapt to shifting audience habits.

• Exclusive video becomes a subscription play
• A New York bill would require disclaimers on AI-generated news content, James Murdoch on building his own media empire, and more.

Exclusive video becomes a subscription play

The Wall Street Journal, Fortune and Bloomberg are rolling out paywalled video series and livestreams designed explicitly to convert high‑intent readers into paying subscribers and give existing subscribers more reasons to stay.

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Dove Men is activating what could be considered a small army of content creators for the FIFA World Cup.

The Unilever-owned personal care line has hired hundreds of creators from mega creators, like Marshawn Lynch and Jordyn Woods, to micro talent tiers (creators with 10,000 and 100,000 followers) to get in front of at least 150 million potential viewers — at least that’s the hope of Jake Hirsch, head of Dove Men, U.S. at Unilever.

While the last FIFA World Cup final alone reached approximately 1.5 billion viewers, marketers are tasked with cranking out enough content to last the length of the World Cup — 48 teams and 104 games across North America.

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