Facebook Journalism Project Beefs Up Support for Branded Content Project

Local Media Consortium, Local Media Association outline next steps

Centralized sales training and support will be provided to help local news businesses build capacity faster and open up new revenue streams Zerbor/iStock

The Local Media Consortium and the Local Media Association said this week that they received additional funding from the Facebook Journalism Project to go toward the second phase of the Branded Content Project.
The Branded Content Project kicked off last March with local media companies that were chosen due to demonstrating a commitment to furthering best practices in branded content initiatives, and those outlets received grant money to test and develop sustainable branded content offerings and revenue streams.

The next phase will offer shared services, tools and technology to media organizations interested in creating or growing a branded content business.

Centralized sales training and support will be provided to help local news businesses build capacity faster and open up new revenue streams, and LMC and LMA members will have access to workshops and training, sales support and audience products, including four core 52-week digital lifestyle series.

Other offerings that will be made available to news organizations include a volunteerism series and cause marketing platform, video and audio services, distribution assistance, creative services and other custom opportunities.

And the Local News Resource Center will be funded through 2022.

Facebook director of news partnerships Jason White said in a blog post, “We are excited to partner with the LMC and the LMA on these two initiatives. It is our hope that these programs will provide local media companies with greater access to resources that will help them continue to succeed and grow.”

LMC CEO Fran Wills added, “We are excited to announce phase two of the Branded Content Project, which will help local media companies access important content opportunities and resources to increase their revenue, enhance their knowledge and grow a more successful branded content business. We are grateful to Facebook for their partnership in helping local media continue to build new sustainable revenue streams.”

And LMA CEO Nancy Lane said, “These two initiatives have helped hundreds of local media companies over the past two years. We are thrilled that the Facebook Journalism Project is not only renewing its investment in these programs, but doubling down.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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