IPC seeks growth through branded content

IPC Media is to a unveil a raft of digital content partnerships following recent deals with brands including Diet Coke and Jack Daniels as it looks to boost digital revenues.

NME

The magazine publisher says it is prepping some 40 “potential projects” currently, with a view to launching branded content on tablet devices, smartphones and via social networks for brands over the next few months.

A recent deal saw women’s titles Marie Claire, Look and InStyle partner with Diet Coke to launch a online fashion channel under the drink’s brand’s ‘Love It Light’ strapline.

Additionally, IPC’s music brand NME, announced a cross-platform partnership with Jack Daniels earlier this week (21 March) to support local music in the UK and search for ‘Britain’s Best Small Venue.’

It is hoped similar deals will be struck for titles such as Nuts, Ideal Home and Uncut.

Newly promoted digital brand partnership director Andrew Sanders, who will oversee the partnerships, says: “There’s an increasing will from both sides to get involved in this kind of activity but because it involves being part of a much more open flow of information and sharing of resources, projects are more difficult to bring to fruition then a standard display deal.”

He adds that the strategy is not just about delivering audiences to its brands, but expects them to invest in editorial content to deliver better experiences “to our shared audiences.”

“I can’t talk about any business under discussion but I’d hope we’d be making announcements [about branded content deals] if not weekly, then certainly monthly. This is about us getting this activity into the heart of brand’s strategies rather than it being a nice to have addition”, he says.

Last year, the publisher folded all its separate divisional sales teams into one unit, selling across all IPC’s brands.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here