This opinion piece from Paul Mikhailoff, director of Forbes' EMEA business, on UK advertising news site, The Drum, reckons brand journalism is where it's going to be in 2016. Mobile and display advertising also take a mention, but it's all about getting content to relevant audiences.
Forbes’ big bet for 2016 in Europe is on brand journalism as marketers look to integrate their voice as organically as possible into the media.
In 2015, Forbes saw how brands started to realise their potential as brand journalists and began producing an abundance of content, rich with domain expertise. Next year, Forbes expects this trend to continue in big strides as brands bring content creation in-house.
According to a report Forbes recently published called Publish or Perish, over 90 per cent of CMOs surveyed believe their organisations must develop a publishing function in order to execute their growth agenda and manage rising costs and the complexity of content operations. Forbes has been engaged in more and more progressive conversations with brands interested in developing internal resources, with some having already established sophisticated newsrooms dedicated to brand journalism.