By Dan Williamson
Cross promotion is inevitable when one content site buys another, but it gets a little complicated when the publisher of a big content buys another smaller content site which covers the same sector – and decides to keep the smaller one going as a standalone entity.
Such is the case with the paidContent site and its recent acquisition by the Guardian. The mainstream media owner has wasted no time at all in pulling paidContent, er, content, into the MediaGuardian’s own digital news pages. Not sure how this impacted the existing digital news team there, namely Jemima Kiss, but hey, who are we to second guess one of the most successful publishers in the UK?
But integration and cross promotional thingies have increased even more with today’s inclusion of a post from the MediaGuardian’s own PDA digital news blog on paidContent’s site. Not sure if the byline format works for me, but it’s interesting how this is slowly developing into something interesting. Assuming this is step two in a defined long term game plan.
Separately, the paidContent blog talks about a new website by the creators of Dazed & Confused called Dazed Digital. Not a magazine extension site it appears, but a destination in its own right. Quite nice, but no obvious sign of comments or UGC services for us fickle read/write/rip consumers of content. Also, most of the videos seem to suffer from poor lighting, making each interviewee look like they’re in silhouette. Artistic fancy or handycam hitch?