Why Celebrity Weeklies Should Worry About Dreft's Baby Notice

More celebrities will likely bypass media to put out sponsored news

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Are brands the new celebrity weeklies? A tweet announcing the news and first pic of the birth of pop singer Kevin Jonas' daughter came not from People or OK! Magazine but a nonmedia source altogether: the detergent maker Dreft.

The Jonas Brothers singer and his wife Danielle teamed up with the Procter & Gamble brand to reveal exclusive content on their baby's arrival that was delivered via Dreft's Facebook and Twitter handles.

Increasingly, brands are using social media platforms and bypassing traditional media to connect with potential consumers.

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