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Earned Media vs. Native Advertising: Smart Publishers Find a Path for Advertiser Content

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By Andy Kowl

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An insidious term has started to be widely used these past couple of years. As publishers, we must stamp out the term “earned media” before it becomes chiseled in stone — if we’re not already too late — because it devalues what we do. If you have seen it as a line item in marketing plans while advertisers explained they couldn’t spend on your publication, you’ve been burned by earned.

Earned media? Earned how?

The definition of earned media is free coverage marketers get from you.

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Headshot of Andy Kowl

Andy Kowl

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. 

www.ePublishing.com

akowl@ePublishing.com

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