About Us


The Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Facebook Journalism Project to help facilitate additional growth, engagement and success for more publishers of all shapes and sizes.


Branded content uses the strength of storytelling to provide a valuable benefit to advertisers while increasing audience engagement and revenue for local media publishers. This powerful revenue stream has shown to be a success for many media organizations.

Our Team

Julia Campbell

General Manager



Liz Hayes

Director of Strategy



Our Strategists

Peter Lamb

President - Lamb Consulting



Jared Merves

CRO - Distributed Media Lab



Our Founders

About the Local Media Consortium

The Local Media Consortium delivers economic value through strategic partnerships on behalf of over 90 local media companies in top markets across the United States, Canada and Puerto Rico, and includes more than 4,000 outlets. The LMC delivers over $50M in annual financial benefit to its members by harnessing their combined volume and scale to reduce costs and increase revenue with technology and service providers like Google, Facebook, Monster and others. According to ComScore, the aggregated LMC audience footprint spans 212 million monthly unique visitors and reaches 80% of the U.S. online audience.


About Local Media Association

Local Media Association is a thriving and innovative organization that is intensely focused on discovering new and sustainable business models that will support local news. LMA's innovation engine, Accelerate Local, launched six initiatives in 2019 with 50 different media partners including a digital transformation lab for black publishers. Three new projects have been launched so far in 2020, including the COVID-19 local news fund, and two news collaboratives - the Oklahoma Media Center and a yet-to-be-named effort in Chicago. Local Media Foundation is the association's 501(c)(3) charitable trust that supports the essential role of local news and information in a healthy democracy.


About the Facebook Journalism Project

Created in January 2017, the Facebook Journalism Project (FJP) exists to establish stronger ties between Facebook and the news industry. FJP works to ensure quality journalism thrives by unlocking and adding value through new products, partnerships with the news industry and specific FJP programs. FJP works in three ways: collaborative development of new products; providing tools and trainings for journalists; and providing tools and trainings for people. 

Mission & Vision

Our Mission

Our mission for The Branded Content Project is designed to help facilitate additional branded content growth, engagement and success for more publishers of all shapes and sizes. Through the guidance of the LMA, LMC and the Facebook Journalism Project, we established a testing plan for a group of 35 publishers to help us realize best practices and go-to-market strategies for the industry.


Our Vision

Our vision is to create an engaged cohort of publishers to help us better understand the revenue and engagement opportunities for local media organizations and branded content initiatives and help them grow their products.

Our Partners

Distributed Media Lab

Distributed Media Lab is focused on leveling the playing field and driving market opportunity for quality publishers, while providing a compelling user experience centered around quality and relevant content, distributed in a way that is designed to flow naturally across the decentralized architecture of the open web.

DML supplies the content and technology backbone for our Storefront and our 10 branded content series.

Join Us

The Branded Content Project has solutions for local media organizations, R&D partners and content creators. And we want you to win! We'll work with you and your teams to prep you in every way possible. Invite us to your sales team meeting, schedule one-on-one calls with us, show us your ideas. We are here to help.

Everything we've built has been because of feedback and brainstorming from all of you! Tell us what's working and what isn't. Don't hesitate to make requests or send ideas. Help us get better, stronger, faster for you.


Let's get you involved!

Email Us