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.
The Branded Content Project is part of the Facebook Journalism Project’s $1 million investment to assist over 2,000 local newsrooms affiliated with the Local Media Consortium or Local Media Association. The purpose is to help such newsrooms understand, develop and implement revenue streams via branded content, both on and off Facebook.