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  • Paul Smith

New INMA report explains why branded content fits today’s advertising moment

Updated: Dec 12, 2020

DALLAS (16 September 2020) — Branded content is a strong strategy for today’s COVID-influenced market and for consumers influenced by viral videos, on-demand entertainment, and unique experiences, according to research and case studies featured in a new report released today by the International News Media Association (INMA).

Why Branded Content Fits This Advertising Moment” shares the findings of the U.S.-based Branded Content Project, a joint initiative of the Local Media Association and the Local Media Consortium. The Project is based on a survey of 40 diverse local news organisations in the United States that found high-profit margins, high renewal rates, and increasing revenue potential with branded content. Case studies from eight news media companies in six countries bring home what the data lays out.

The report looks at how news media companies are:

  • Leveraging the value of storytelling.

  • Building awareness and increasing brand loyalty.

  • Capitalising on influencers and social media.

  • Creating conversion tactics and measuring success.

Research and case studies in “Why Branded Content Fits This Advertising Moment” shows how branded content creates trust and lucrative relationships between media publishers, advertisers, and audiences when done with an authentic voice, across multiple platforms, and backed by data.

Authors Michelle Vielma, vice president of digital at Southern California News Group, and Julia Campbell, branded content manager at Local Media Association, give context to the Branded Content Project research findings while INMA Editor Paula Felps adds in case studies from LNP Media, Newsday, and Skyline in the United States, Grupo RBS in Brazil, ABP in India, News Corp Australia, Ringier Axel Springer Poland, and South China Morning Post in Hong Kong.

“We are an industry searching for paths forward – especially on the revenue side of the business,” said Earl J. Wilkinson, executive director and CEO of INMA. “This report ties together crucial research in the United States and best practices internationally to show where branded content fits in the business model mosaic that is coming together for media companies.”

“Why Branded Content Fits This Advertising Moment” is available for free to INMA members and available to non-members for US$795 – which includes one year of association membership, all strategic reports, Webinars, and access to all INMA content and peer connection tools. The report may be downloaded or purchased at

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-platform environment. The INMA community consists of nearly 15,000 members at 850 media companies in 70 countries. Celebrating its 90th anniversary, INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, and an unparalleled archive of best practices.

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. More information is available at

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.

Media contacts:

Christina Gillham, 646-868-5174

Kristin Brocoff, 949-400-4899

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