Full video here: http://www.catchtalk.tv/events/digitalmediastrategies?video=are-brands-and-publishers-in-competition-will-hayward-buzzfeed-raju-narisetti-news-corp-patrick-keane-sharethrough Patrick Keane is an investor, advisor and executive with nearly 20 years of experience in digital media, marketing, and technology. Patrick most recently was on the board of Bleacher Report (sold to Turner Broadcasting in 2012) and now sits on the board of Onswipe, a New York based tablet publishing platform. Will Hayward is Vice President of Advertising, Europe for BuzzFeed, and is responsible for all advertising partnerships and operations in the region. Raju Narisetti is primarily involved in new digital projects and helps guide the digital growth of the existing companies in News Corp as they seek to further expand the distribution of their content across digital products and platforms. Raju has served as a Deputy Managing Editor of The Wall Street Journal and Managing Editor of The Wall Street Journal Digital Network. In this role, he headed editorial teams and content strategy for The Wall Street Journal Digital Network, which includes WSJ.com, MarketWatch.com, WSJ Live video platforms, and Wall Street Journal and MarketWatch Radio Networks.

1. Raju Narisetti
@Raju
Rnarisetti@newscorp.com
The Custom Content Opportunity
Digital Media Strategies, London
March 3 – 5, 2014

2. THE NEW NORMAL
BRANDS HAVE MOVED FROM MARKETERS TO
PUBLISHERS
CONTENT IS NO LONGER AN OPTION, RATHER
A NECESSITY
QUALITY AND RELEVANCE DEFINE SUCCESS

3. WITH SO MUCH NOISE…
BRANDS MUST STEP UP THEIR GAME

4. BY TELLING INCREDIBLE STORIES

5. STORIES WORK
• STORIES ARE SHAREABLE AND SHAPEABLE
• THEY PRODUCE EXPERIENCES
• STORIES ARE THE EMOTIONAL GLUE THAT
CONNECT US
• THEY MOVE THE BRAND NEEDLE, INCREASE
AWARENESS,
CHANGE PERCEPTION: CREATING DESIRE
AND DRIVING TO PURCHASE
• AND STORIES SPREAD--CARRIED ALONG BY
AUDIENCES
“
”

6. BUT TO MAKE STORIES WORTH
SHARING,
YOU MUST KNOW HOW TO TELL THEM

7. THE NEW YORK POST HAS BEEN
TELLING STORIES FOR 212 YEARS
• WE HAVE DEVELOPED AND HONED OUR OWN
UNIQUE VOICE AND EDITORIAL APPROACH
• EVERYDAY, WE RELENTESSLY WORK TO
UNCOVER AND TELL STORIES YOU CAN’T
RESIST. THAT SHAPE YOUR WORLD. THAT
MAKE YOU SMILE. THAT CAUSE YOU TO
SHARE.

8. NOW BRINGING THE DISTINCT FORMULA AND THE “MAGIC”
BEHIND WHAT WE DO AS A SERVICE TO THE ADVERTISING
COMMUNITY
REVOLUTIONIZING THE WAY BRANDS CONNECT WITH CONSUMERS
PROVIDING ACCESS THAT LET’S YOU TAP INTO WHAT’S BEHIND OUR NEWSROOM
ENABLING YOU TO CREATE AND TELL STORIES THE WAY WE DO, ALONG SIDE US AS THEY
HAPPEN

9. AN IN-HOUSE TEAM OF WRITERS, DESIGNERS,
STRATEGISTS, AND PRODUCERS DEDICATED TO THE
RELENTLESS PURSUIT OF CUSTOM CREATIVE
SOLUTIONS AND INNOVATIVE CONTENT CREATION
WE HELP BRANDS TELL STORIES THROUGH ORIGINAL IDEAS AND BESPOKE
INTEGRATED SOLUTIONS ACROSS ALL PLATFORMS: DIGITAL, PRINT, SOCIAL,
MOBILE, VIDEO, EXPERIENTIAL AND MORE, ALL WITH A UNIQUELY POST TOUCH

10. POST STUDIOS OFFERS A SUITE OF CREATIVE
SOLUTIONS & CONTENT CREATION OPPORTUNITIES
HOW WE WORK
WHITE-LABELED
CUSTOM CONTENT
TO BE USED ON A
BRAND’S
OWNED CHANNELS
TAP INTO THE NY POST
CREATIVE ENGINE TO
DEVELOP REAL TIME
CONTENT AND
OF THE MOMENT
STORIES AROUND
MAJOR
CULTURAL MOMENTS
LARGE-SCALE
ACTIVATIONS,
ORIGINAL IDEAS
AND CUSTOM
BRANDED
EXPERIENCES
DEVELOPED FOR
BRAND PARTNERS
SPONSORED POSTS
ON
NYPOST.COM

11. FULL-SERVICE
POST STUDIOS WILL CREATE ORIGINAL CONTENT ALIGNING THE BRAND IDENTITY
AND MESSAGING WITH THE POST’S UNIQUE VOICE AND AUDIENCE
CO-PUBLISH
POST STUDIOS AND THE BRAND WILL CO-CREATE USING EXISTING ASSETS
OR WORK IN CONJUNCTION WITH PARTNER AGENCIES IN CAMPAIGN EXECUTION
SYNDICATION
DISPATCH WILL ACT AS DISTRIBUTION CHANNEL FOR EXISTING CAMPAIGN CONTENT,
OPTIMIZING FOR THE POST AUDIENCE AND DISPATCH FORMAT
SPONSORSHIP
OFTEN NYPOST EDITORIAL COVERAGE OF A PARTICULAR TOPIC WILL ALIGN WITH A BRAND’S
OBJECTIVES
AND PUBLISH OF THE CONTENT CAN BE PRESENTED BY THE CLIENT
CUSTOM NATIVE-AD SOLUTIONS

12. FULL-SERVICE
UTILIZING OUR EXPERTISE IN
UNDERSTANDING HOW AUDIENCES
CONSUME CONTENT ON NYPOST.COM,
WE UNLEASH THE CREATIVITY, WIT,
AND VOICE THAT FUELS OUR NEWSROOM.
GUIDED BY BRAND BRIEFS AND IN
COLLABORTATION WITH PARTNER
AGENCIES, WE DELIVER ORIGINAL
AND ENGAGING CONTENT.

13. CO-PUBLISH
POST STUDIOS AND THE BRAND’S
CREATIVE TEAM WILL TRANSLATE
THE BRAND’S GOALS AND MINE
EXISTING ASSETS FOR PUBLISH.
BY CO-CREATING THE CONTENT,
POST STUDIOS AND THE BRAND WILL
WORK CLOSELY TO CAREFULLY
UTILIZE ALL BRAND ASSETS AND TO
FULLY BRING THE CAMPAIGN STORY
TO LIFE IN NEW AND ENGAGING
WAYS.

14. SYNDICATION
BRANDS ARE MAKING WONDERFUL CONTENT
AS PART OF EXISTING CAMPAIGNS AND WITH
THEIR CREATIVE AGENCIES.
POST STUDIOS WILL WORK WITH BRANDS TO
DISTRIBUTE GREAT CONTENT TO THE
TARGET AUDIENCE ACROSS THE NEW YORK
POST DIGITAL FOOTPRINT.
POST STUDIOS OPTIMIZES THE FOR
CHANNELS AND AUDIENCE, FASHIONING THE
ASSETS TO LIVE NATIVELY ALONGSIDE
EDITORIAL CONTENT.

15. SPONSORSHIP
THE NEW YORK POST IS
CONTSTANTLY SEEKING OUT AND
SHARING THE GREATEST STORIES OF
THE DAY. OFTEN, THESE STORIES ARE
EXACTLY WHAT A BRAND MAY WANT
TO ALIGNMENT.
RATHER THAN CREATE NEW CONTENT
ON BEHALF OF A BRAND, OUR CLIENTS
HAVE THE OPTION TO PRESENT
EDITORIAL STORIES AS THEIR OWN.

16. WHITE-LABEL CREATION OF ALL OWNED-CONTENT NEEDS
FOR DISTRIBUTION ACROSS THE BRAND’S ECOSYSTEM:
BRAND
JOURNALISM
QUALITY RESEARCH AND
COPY BY OUR NETWORK
OF TALENTED AND VETTED
CONTRIBUTORS
.
CUSTOM VIDEO
FROM LIVE COVERAGE OF
BRANDED ACTIVATIONS TO
THE CREATION OF SIZZLE
REELS OR IN-DEPTH
INTERVIEW SERIES. POST
STUDIOS TEAM DELIVERS
BROADCAST-QUALITY VIDEO
FOR ALL CAMPAIGNS AND
PLATFORMS
DEVELOPMENT AND
DISTRIBUTION
BESPOKE DIGITAL ENVIRONMENTS AND RICH
MEDIA EXPERIENCES REQUIRE A CREATIVE
YET STEADY HAND FROM IDEATION TO
EXECUTION. POST STUDIOS WILL NOT ONLY
CREATE THE
INFOGRAPHIC/APP/INTERACTIVE
QUIZ/SHOPPING GUIDE THE STRATEGY
REQUIRES – WE HANDLE ALL DISTRIBUTION
ACROSS THE NYPOST ECOSYTEM AND
SOCIAL.

17. STUDIO TEAM MEMBERS ARE EXPERIENCED IN THE OPERATION AND DISTRIBUTION OF BRAND
PUBLISHING PLATFORMS. AS BRAND’S BEGIN TO OWN MORE OF THEIR CONTENT PRODUCTION SYSTEMS,
POST STUDIOS CAN PARTNER WITH YOUR BRAND TO MAKE SURE YOUR CONTENT REACHES THE
QUALITY YOUR INVESTMENT DESERVES.

18. EXAMPLES OF PROJECTS STUDIOS TEAM MEMBERS HAVE PREVIOUSLY CREATED

19. WE KNOW HOW TO GET YOUR ATTENTION IN JUST A FEW WORDS
OUR DNA IS IN AGILE NEWS PRODUCTION, WITH A VOICE THAT COMMANDS ATTENTION AND CUTS THROUGH
THE CLUTTER

20. TAP INTO THE CREATIVE ENGINGE BEHIND
THE LEGENDARY VOICE OF THE NEW YORK
POST
OUR CREATIVE CONTENT STRATEGISTS
WILL HELP TURN YOUR BRAND CHANNELS
INTO RAPID-FIRE SOURCES FOR WITTY
NEWS AND VISUALS
OUR REAL-TIME NEWSROOM MODEL
LEVERAGES EDITORIAL KNOW-HOW TO
COMMENT ON BREAKING NEWS AND
EVENTS – AND DELIVER IT IN THE MOST
HIGHLY-ENGAGING WAY POSSIBLE

21. LARGE-SCALE ACTIVATIONS, ORIGINAL
IDEAS AND CUSTOM BRANDED
EXPERIENCES DEVELOPED FOR BRAND
PARTNERS
WE TRANSFORM THESE ORIGINAL CONCEPS INTO TANGIBLE,
AUTHENTIC EXPERIENCES FROM START TO FINISH, PRODUCTION TO
PROMOTION. THINK VIDEO SERIES, LIVE EVENTS, SOCIAL MEDIA
CHALLENGES, EXPERIENTIAL MOMENTS, AND BEYOND – ALL
CREATED AND EXECUTED WITH A UNIQUE POST VOICE.