With local news publications vanishing and cities becoming news deserts, changes may need to be made to avoid extinction. In some cases, collaboration with outside non-media entities could be a new lifeline. A project between Deloitte and 15 Black-owned local publishers could start a new trend.
The Exchange, which is managed by the Local Media Association and Local Media Consortium, published a series of branded articles highlighting Black business leaders. Among several business topics, the series featured Deloitte leaders and the work they’ve done in underserved communities.
Black success was the content readers of The Exchange wanted to read after conducting surveys from the participating local publications, Liz Hayes, director of strategy at The Meta Branded Content Project, told E&P.
“The first series was really about the racial wealth gap — particularly how housing and real estate contribute to that,” Hayes said. “We also looked at investing and how young people are looking to create generational wealth.”
The stories were featured in The Exchange partner publications: New York Amsterdam News, Houston Defender Network, AFRO-American Newspapers (Baltimore and D.C.), The Seattle Medium, The Atlanta Voice, The St. Louis American, The Sacramento Observer, The Dallas Weekly, The Michigan Chronicle, The New Pittsburgh Courier, The Chicago Defender, The Charlotte Post, Black Voice News, The Precinct Reporter and The Washington Informer. The series was published over several months.
Fran Wills, CEO of The Local Media Consortium, called the opportunity for a big brand to work with a media company unique and financially beneficial.
“Deloitte was really trying to provide the opportunity for newsrooms to write stories independently that they would help fund,” Wills said. “It provided some funding opportunity for the publishers that participated in order to generate some revenue, but it was really revenue [that helped] to provide support for journalists.”
Collaborations between brands and media companies are becoming a new form of relationship and, in some cases, generate income. While branded content and branded journalism are separate forms of marketing tactics, they each include elements of each other.
Hayes said the project succeeded because a corporation like Deloitte works with local publications. She views the collaboration as part of a future opportunity for local publications. It's not immediately known what the next series will feature.
“This will lead to more opportunities across the local media landscape because if other publications and big brands see that this is possible, then maybe we can replicate that,” Hayes said.
Wills sees a bright future for collaborations. “It’s becoming a model of brands working more directly with publishers so that publishers get more of the working advertising dollars,” Wills said. “So, as opposed to running an advertising or sponsorship campaign where there might be agencies or third party intermediaries that get a portion of that revenue, this is a way for plans to work more closely and directly.”
To learn more, see The Exchange case study
Keldy Ortiz is a New York-based writer and educator. He has written for publications locally and nationally. (Photo credit: Michael Jackson)
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