Jeff Pundyk, a fellow and advisory board member at The Conference Board, in this op-ed considers the fundamental shift underway in publishing and the way it can best be used to support marketing goals. Publishers must become more accountable to readers, and less so to advertisers, he argues. Pundyk was also senior vice president of global integrated content solutions at The Economist and, before that was publisher of The McKinsey Quarterly. He consults with publishers and brands on their content strategy.
A lot has happened in the five or six years since marketing pundits started preaching that every brand should “act like a publisher.” Most notably, neither marketers nor publishers can rely any longer on their consumers to blindly trust them. As a result we are seeing a new tone in the way both marketers and publishers communicate, putting more of a premium on transparency — and even acknowledging their co-dependence.
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