This woman left a corporate job to bootstrap a babysitting service that Japan’s working mothers sorely need
Marketers’ increasing desire for content has led most publishers down a similar two-pronged path: Media companies including The New York Times and The Huffington Post create in-house teams, then occasionally outsource work to content marketing agencies such as Contently.
But Tribune Publishing, which was spun off from its sibling TV stations into a publicly traded company last month, is striking a third and less traveled path as it pursues content-marketing dollars.
The owner of major newspapers including The Los Angeles Times and Chicago Tribune, which have burgeoning staffs to create text-based content for brands, is taking a minority stake in Contend, a content-marketing shop that works with Tribune Publishing on making videos for advertisers.
But brands might not have a choice but to engage with Amazon, which is aggressively eyeing CPG growth with offerings like Prime Pantry, which launched earlier this year and allows users to select 45 pounds worth of food and household products and have it delivered within four business days for a $5.99 delivery fee. Another service, called AmazonFresh, available in Seattle, Los Angeles and the San Francisco Bay Area, offers same-day delivery on items including fresh foods. Sanford C. Bernstein projected that Amazon has the potential to profitably target CPG sales, including fresh food, in 47% of the U.S. market.
The former food-company executive said that until more food-company marketing spending shifts to e-commerce, “you are not going to see big action, you are just going to see big talk.”
While marketers are talking more openly about e-commerce opportunities, they are keeping their strategies secret. General Mills, Kraft Foods Group, Mondelez International and Campbell Soup all declined to make executives available for an interview on the topic.