GN Media, publisher of the Gulf News, is going a step up for its advertisers as times change and content-led ideas, native advertising and branded solutions become critical to connect with consumers. GN Media has launched a sponsored content creation team called REACH. The new offer is a collaboration of the group’s editorial, multimedia and commercial talent with the goal of providing creative content solutions to brands across the region.
REACH defines itself as GN Media’s branded content team that combines an audience of over 4.2 million people. As audiences research product and services online, and the purchase funnel itself undergoes change, GN Media officials believe that the time is right for the publication to add a solution of this nature for its advertisers.
“As audiences become more sophisticated and selective in the way they view advertising and at times even ignore it, it is vital that publishers, brands and advertisers collaborate on finding new, creative solutions. We see content as being at the heart of this and we have some of the region’s leading content creators who can produce brilliantly creative, engaging stories for brands. Whether this is digital, video, social or print brands need to engage with audiences and earn their attention and trusted, clever content helps do this,” said Anshuman Joshi of GN Media.
REACH is available to all GN Media advertisers and while it has completed several projects, at this stage, GN Media is not quoting any case studies or examples. However, the media publication will maintain clearly distinction from its pureplay editorial content. The solutions, that could be print, online, social or video, will be differentiated by reference to it being sponsored content. This content will be clearly marked so that readers are aware that it is not purely editorial.
GN Media has set out any specific dos or don’t’s just yet. According to GN Media’s Marketing Manager, Matthew Moore, “Our belief is that we create great, engaging content through our talented content creators who tell brilliant stories. We want to work with brands to help tell their stories and the channel or platform will be the one which tells their story best.”
