{"id":5373,"date":"2013-07-03T07:29:24","date_gmt":"2013-07-03T07:29:24","guid":{"rendered":"https:\/\/www.journalismlab.nl\/?p=5373"},"modified":"2021-07-21T12:35:26","modified_gmt":"2021-07-21T12:35:26","slug":"branded-journalism-nieuw-onder-de-zon","status":"publish","type":"post","link":"https:\/\/www.journalismlab.nl\/en\/branded-journalism-nieuw-onder-de-zon\/","title":{"rendered":"Branded Journalism – nieuw onder de zon?"},"content":{"rendered":"

Heet wat we vroeger reclame, marketing, bedrijfsjournalistiek, gesponsorde journalistiek, publireportage en advertorial\u00a0noemden nu Branded Journalism<\/em>?<\/strong><\/p>\n

Oude zaak in nieuwe zak? Een sexy label voor een dubieuze praktijk?<\/p>\n

Het idee is simpel en aantrekkelijk: cre\u00eber binnen je medium ruimte waar bedrijven hun boodschap kwijt kunnen, dus binnen een redactionele context maar wel duidelijk herkenbaar als commerci\u00eble en betaalde content.<\/p>\n

Advertorial<\/strong>
\nIn Nederland kennen we dat als advertorial<\/em> (een advertentie vermomd als redactionele bijdrage) en publireportage<\/em> (een redactioneel verhaal waarbij de sponsor niet alleen betaald heeft maar ook positief voorkomt.<\/p>\n

Publiekstijdschriften bevatten vaak zulke verhalen, maar de meeste kranten waren terughoudend, en als men al zoiets toestond, dan gebeurde dat vooral in de bijlagen. Sommige van die bijlagen werden dan ook niet door de redactie gemaakt.<\/p>\n

In het buitenland heeft de Washington Post de stap genomen om\u00a0branded journalism<\/a>\u00a0toe te staan.\u00a0In Nederland waren het gratis dagbladen zoals De Pers<\/a> en Spits<\/a> die redactionele ruimte tegen betaling ter beschikking stelden. Het Financieele Dagblad<\/a> heeft inmiddels ook stappen in deze richting gezet.<\/p>\n

Herkenbaar<\/strong>
\n\"branded\"<\/a>De vraag is hoe herkenbaar deze Branded Journalism is. Sponsors willen uiteraard een zo klein mogelijke herkenbaarheid, het liefst zouden ze zien dat lezer het zien als gewone redactionele content. Bij de redactie zal ongetwijfeld het een ander sentiment leven.<\/p>\n

Aansluitend kan de vraag gesteld worden wie die content maakt? De reguliere journalisten? Dat zou de afhankelijkheid van een medium wel erg op de proef stellen, iets dat door de Branded Content sowieso onder druk staat. Want wie gaat nog kritisch schrijven over een sponsor die elk kwartaal een hele bijlage afneemt?<\/p>\n

Aegon<\/strong>
\nHet Stimuleringsfonds voor de Pers organiseert vandaag een bijeenkomst over Branded Journalism<\/a>, met o.a.\u00a0Ebele Wybenga<\/a> (schrijver van\u00a0’the Editorial Age’ – bezoekers krijgen dit boek), Kelly Reeves (Marketing bedrijf Knock Twice, New York),\u00a0Jan Driessen<\/a> (directeur communicatie van FD-sponsor Aegon) en Eric Smit<\/a> (Follow the Money<\/a>). De middag wordt geleid door Frederique de Jong<\/a>.<\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Heet wat we vroeger reclame, marketing, bedrijfsjournalistiek, gesponsorde journalistiek, publireportage en advertorial\u00a0noemden nu Branded Journalism? Oude zaak in nieuwe zak? Een sexy label voor een dubieuze praktijk? Het idee is simpel en aantrekkelijk: cre\u00eber binnen je medium ruimte waar bedrijven hun boodschap kwijt kunnen, dus binnen een redactionele context maar wel duidelijk herkenbaar als commerci\u00eble […]<\/p>\n","protected":false},"author":23,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[4347],"coauthors":[],"class_list":["post-5373","post","type-post","status-publish","format-standard","hentry","category-artikel","tag-overig"],"acf":[],"yoast_head":"\nJournalismlab – Branded Journalism - nieuw onder de zon?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.journalismlab.nl\/en\/branded-journalism-nieuw-onder-de-zon\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Journalismlab – Branded Journalism - nieuw onder de zon?\" \/>\n<meta property=\"og:description\" content=\"Heet wat we vroeger reclame, marketing, bedrijfsjournalistiek, gesponsorde journalistiek, publireportage en advertorial\u00a0noemden nu Branded Journalism? 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