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Brands as Publishers – Content The Future of News Publishing

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Brands as Publishers – Content Marketing
The basic idea: brands need to do something
valuable to get something valuable in return.
Third Wave GmbH 91
4/2013
Real content instead of advertising.
Very few brands understand this.
Probably nobody does it as well as Red Bull.
The world has shifted. Owned media is the
focus. Paid media will not disappear, but
advertisers will shift their budgets away from it.

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