Branded Content Initiatives Help News Publishers Rake In Revenue, But Some Remain Wary

New study from Local Media Consortium and Local Media Association looks at local branded content

92% of news publishers in the study create their branded content campaigns internally. Getty Images

Publishers have been hesitant to devote more of their digital budgets to branded content initiatives, despite the fact that those that do take the plunge reported strong profit margins, according to the new Branded Content Project study from the Local Media Consortium and the Local Media Association, released Tuesday. David Cohen is editor of Adweek's Social Pro Daily.