Jenny Chan 陳詠欣
Apr 25, 2013

SOPA panel: Seeing brands as publishers and content producers

HONG KONG - A panel presented yesterday by SOPA (the Society of Publishers in Asia), in cooperation with Campaign Asia-Pacific, focused on the changing dynamics between brands and media owners.

The background for the panel discussion, moderated by Emily Tan, Campaign Asia-Pacific Insights editor, was that brands are increasingly investing in creating compelling content that is not merely promotional but is valued by the audiences they target. And, thanks to the low barrier of entry for digital publishing, they are creating their own platforms and building their own audiences.

For example, Coca-Cola has turned its corporate website into a magazine, Google has published its journal,...

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