It’s a lot like speaking gibberish: Regarding online “editorial packages” created for advertisers (online advertorials), Internetnews.com’s Susan Kuchinskas reports:
It’s a lot like custom publishing, says Gayle Troberman, director of custom solutions for MSN and a former agency-side exec. “We’re seeing advertisers come to publishers and say, ‘Help us create a brand experience.’ We built the experience, they built the advertising.”
Huh? Advertisers come to publishers and say, “Help us create a brand experience.” Do they talk like that? Do advertisers think MSN is the place to go for the creation of “brand experiences”? Okay. I’ll stop there. I’m too busy creating brand experiences for our clients.
(Claification: Actually, I do think that custom publishing is about creating, “brand experiences.” I have this belief (perhaps it’s from reading too much Doc Searls) that people who use terms like “brand experiences” have no idea what one is, much less how to create one.)