Affiliate Idea Factory

Marketing is becoming entertainment. Creators are its stars. 

Cannes didn’t so much reveal that shift as rubber-stamp it. The ad industry’s annual gathering in the south of France felt unfamiliar in ways it hasn’t in years. 

UTA threw a dinner for creators, a slot once reserved for CMOs to play belle of the ball. OpenAI’s ads boss Dave Dugan made his way to the Influential villa, not to talk to brands, but to creators. Bose CMO Jim Mollica went as far as comparing them to creative agencies outright. They’re different ways of saying the same thing: the dinners, panels and influence that used to belong exclusively to CMOs are now split with creators.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

The Economist has begun offering a lower-priced subscription tier for its audio and video journalism, called Economist Play, as part of a broader effort to pull in younger and more diverse audiences.

For about $15 a month – roughly $10 less than an all-access premium subscription – Economist Play bundles the publisher’s long-form Insider video shows, paywalled podcasts, daily audio briefings, short-form videos, subscriber-only newsletters and games into a standalone product aimed at people who are more likely to listen and watch than read its articles. 

The new tier, which rolls out today, is the latest step in The Economist’s strategy to use audio and video as a gateway for younger, more gender-balanced audiences and to deepen engagement with existing subscribers, according to Nada Arnot, The Economist’s evp of marketing. “Our ongoing effort is to expand our audience base into a more gender balanced audience that does skew younger,” she said. “Audio and video journalism is increasingly more important for us.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More