Branded Content Project Adds Pilot Group of 5 Publishers

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Five independently owned publishers that serve communities of color and diverse audiences were added to a new pilot group of the Branded Content Project, an initiative being spearheaded by the Local Media Association and Local Media Consortium and funded by a $1 million investment from the Facebook Journalism Project.

The Branded Content Project kicked off with an alpha-test group last March and added 22 local media organizations to a beta group last November.

The five publishers in the new pilot group are: The Afro American Newspapers, Al Día, Chicago Reader, The Oklahoma Eagle and The St. Louis American.

Those companies will work together virtually and in-person during the summer and share their learnings and results at the October 2020 Elevate conference in Chicago Oct. 22, which is hosted jointly by the LMA and LMC.

The two organizations said in a release that the goal is to create playbooks and workshops that can be used by all sizes and types of local media organizations to set their strategies for branded content.

Branded Content Project lead Julia Campbell added in the release, “We are thrilled to bring this innovative pilot group into the Branded Content Project and work closely with their teams in the coming months to build and refine their branded content strategies. As part of the Branded Content Project initiative, this pilot group of independently owned publishers will build on the knowledge gained in the first year of the project and will share their progress in case studies and white papers to highlight their findings and results with the broader local media industry.”

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