The Why Branded Content Fits This Advertising Moment report shares the findings of the United States-based Branded Content Project, a joint initiative of the Local Media Association and the Local Media Consortium.

The project is based on a survey of 40 diverse local news organisations in the United States that found high-profit margins, high renewal rates and increasing revenue potential with branded content. Case studies from eight news media companies in six countries bring home what the data lays out.

The report looks at how news media companies are:
  • leveraging the value of storytelling
  • building awareness and increasing brand loyalty
  • capitalising on influencers and social media and
  • creating conversion tactics and measuring success. 
Research and case studies in the report show how branded content creates trust and lucrative relationships between media publishers, advertisers and audiences when done with an authentic voice, across multiple platforms and backed by data.

Authors Michelle Vielma — vice president of digital at Southern California News Group — and Julia Campbell — branded content manager at Local Media Association — give context to the Branded Content Project research findings, while INMA editor Paula Felps adds in case studies from:
  • LNP Media, Newsday and Skyline in the United States
  • Grupo RBS in Brazil
  • ABP in India
  • News Corp in Australia
  • Ringier Axel Springer in Poland, and
  • South China Morning Post in Hong Kong.
"We are an industry searching for paths forward, especially on the revenue side of the business," concludes Earl J. Wilkinson, executive director and CEO of INMA. "This report ties together crucial research in the United States and best practices internationally to show where branded content fits in the business model mosaic that is coming together for media companies."

The report is available for free to INMA members and available to non-members for $795 USD, which includes one year of association membership, all strategic reports, Webinars and access to all INMA content and peer connection tools.

The report may be downloaded or purchased at

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