Who are the main publishers’ content studios?

Wordle - PRs and brand journos

Every major publisher has one. Call them studios, call them labs, call them content solutions divisions – actually, don’t call them that – but for a few years now publishers have been investing in them.

Why? For publishers, it’s about going after new revenue as they are challenged by ad blocking and declining rates for online display advertising. For brands, connecting with audiences in a more meaningful and effective way is the prize.

These divisions work on native advertising programmes for brands that traditionally might have bought display ads. Last time we spoke a little about what defines native advertising. One key thing is that the content creators work for the publishers and know the style and audiences of a publication well. This is different to the brands creating the content themselves.

So if you’re a brand interested in your options, we’ve created this list of major publishers and their commercial content units.

The BBC: BBC Storyworks

Bloomberg: Kinection

City AM: City Talk

CBSi: Studio 61

Dezeen: Dezeen Studio

Digiday: Custom (“A creative content agency…”)

The Financial Times: FT Squared

The Guardian: Guardian Labs (‘GLabs’)

Hearst: Custom Content studio

The Huffington Post: Huffington Post Partner Studio

Immediate Media: Imagine

Monocle: They do it, often and well, but don’t like to put a name on it.

The New York Times: T Brand Studio

The Onion: Onion Labs – America’s Most Trusted Media Empire

Reuters: Content Solutions

Time Inc: The Foundry

The Times (of London): The Newsroom

The Washington Post: WP BrandStudio

Wired: Wired Brand Labs

WSJ: WSJ Custom Studios

If you work for a publisher and would like to be added to this list, please contact us via one of the usual channels at the bottom of this page.

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Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

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