I am happy to read that Esquire's approach to sponsored advertising seems to be innovative and a healthy alternative.
Here is why:
Rather than treating sponsored content like an embarrassing relative and one that “compromises” the publication's integrity, ethics and all that, Esquire sees it as the key to unlocking the publication’s creative potential–and bringing in revenue.
“They’re sort of one in the same,” said Jack Essig, a senior vice president, publishing director and chief revenue officer of Esquire Magazine, of Esquire’s editorial and sponsored content. “We work very closely with the editors about what content they would be willing to have sponsored and how they would have it sponsored. That’s the way we can get more of it out there.”
There lies the key. It is also here that the “disconnect” takes place in some of the newspaper organizations I am familiarized with.
Indeed, the advertising department may have the best of plans to attract and to implement sponsored content, but often this is not communicated properly to those in the editorial team.
As I repeat often, the dynamic trio in the newsroom must be that of editorial, advertising and technology.
Good things happen when the trio meets daily to plot strategy, as in attracting sponsored content clients. Esquire seems to have a great idea here.