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Author: James Carson
I’m Director of Content at Made From Media. We offer a range of content marketing production and publisher consultancy services.
Before this I was Head of Digital Marketing at Bauer Media's lifestyle division, leading a team of digital marketers and analysts optimize our websites and supply business critical information.
I was also heavily involved in brand social media strategy and editorial print/digital integration, as well as being responsible for web editorial planning and content strategy. I primarily oversaw audience and engagement growth on graziadaily.co.uk, heatworld.com, closeronline.co.uk, FHM.com and Empireonline.com.
Brands as publishers is a popular mantra, but what does it really mean? Does it also mean that publishers can become brands that sell stuff?
Digital disruption has not been kind to established publishers.
Firstly, circulation of print media has declined due to the rise of social media, the explosion of freely available commoditised content (particularly in the lucrative celebrity market, in which the Mail Online is causing major disruption) and the slowness of the economic recovery.