Raju Narisetti

@Raju

Rnarisetti@newscorp.com

The Custom Content Opportunity

Digital Media Strategies, London

March 3 – 5, 2014

THE NEW NORMAL

BRANDS HAVE MOVED FROM MARKETERS TO

PUBLISHERS

CONTENT IS NO LONGER AN OPTION, RATHER

A NECESSITY

QUALITY AND RELEVANCE DEFINE SUCCESS

WITH SO MUCH NOISE…

BRANDS MUST STEP UP THEIR GAME

BY TELLING INCREDIBLE STORIES

STORIES WORK• STORIES ARE SHAREABLE AND SHAPEABLE

• THEY PRODUCE EXPERIENCES

• STORIES ARE THE EMOTIONAL GLUE THAT CONNECT US

• THEY MOVE THE BRAND NEEDLE, INCREASE AWARENESS, CHANGE PERCEPTION: CREATING DESIRE AND DRIVING TO PURCHASE

• AND STORIES SPREAD--CARRIED ALONG BY AUDIENCES

“

”

BUT TO MAKE STORIES WORTH

SHARING,

YOU MUST KNOW HOW TO TELL THEM

THE NEW YORK POST HAS BEEN

TELLING STORIES FOR 212 YEARS

• WE HAVE DEVELOPED AND HONED OUR OWN

UNIQUE VOICE AND EDITORIAL APPROACH

• EVERYDAY, WE RELENTESSLY WORK TO

UNCOVER AND TELL STORIES YOU CAN’T

RESIST. THAT SHAPE YOUR WORLD. THAT

MAKE YOU SMILE. THAT CAUSE YOU TO

SHARE.

NOW BRINGING THE DISTINCT FORMULA AND THE “MAGIC”

BEHIND WHAT WE DO AS A SERVICE TO THE ADVERTISING

COMMUNITYREVOLUTIONIZING THE WAY BRANDS CONNECT WITH CONSUMERS

PROVIDING ACCESS THAT LET’S YOU TAP INTO WHAT’S BEHIND OUR NEWSROOM

ENABLING YOU TO CREATE AND TELL STORIES THE WAY WE DO, ALONG SIDE US AS THEY

HAPPEN

AN IN-HOUSE TEAM OF WRITERS, DESIGNERS,

STRATEGISTS, AND PRODUCERS DEDICATED TO THE

RELENTLESS PURSUIT OF CUSTOM CREATIVE

SOLUTIONS AND INNOVATIVE CONTENT CREATION

WE HELP BRANDS TELL STORIES THROUGH ORIGINAL IDEAS AND BESPOKE

INTEGRATED SOLUTIONS ACROSS ALL PLATFORMS: DIGITAL, PRINT, SOCIAL,

MOBILE, VIDEO, EXPERIENTIAL AND MORE, ALL WITH A UNIQUELY POST TOUCH

POST STUDIOS OFFERS A SUITE OF CREATIVE

SOLUTIONS & CONTENT CREATION OPPORTUNITIES

HOW WE WORK

WHITE-LABELED CUSTOM CONTENT TO BE USED ON A

BRAND’S OWNED CHANNELS

TAP INTO THE NY POST CREATIVE ENGINE TO DEVELOP REAL TIME

CONTENT AND OF THE MOMENT

STORIES AROUND MAJOR

CULTURAL MOMENTS

LARGE-SCALE ACTIVATIONS,

ORIGINAL IDEAS AND CUSTOM

BRANDED EXPERIENCES

DEVELOPED FOR BRAND PARTNERS

SPONSORED POSTS ON

NYPOST.COM

FULL-SERVICE

POST STUDIOS WILL CREATE ORIGINAL CONTENT ALIGNING THE BRAND IDENTITY

AND MESSAGING WITH THE POST’S UNIQUE VOICE AND AUDIENCE

CO-PUBLISH

POST STUDIOS AND THE BRAND WILL CO-CREATE USING EXISTING ASSETS

OR WORK IN CONJUNCTION WITH PARTNER AGENCIES IN CAMPAIGN EXECUTION

SYNDICATION

DISPATCH WILL ACT AS DISTRIBUTION CHANNEL FOR EXISTING CAMPAIGN CONTENT,

OPTIMIZING FOR THE POST AUDIENCE AND DISPATCH FORMAT

SPONSORSHIP

OFTEN NYPOST EDITORIAL COVERAGE OF A PARTICULAR TOPIC WILL ALIGN WITH A BRAND’S

OBJECTIVES

AND PUBLISH OF THE CONTENT CAN BE PRESENTED BY THE CLIENT

CUSTOM NATIVE-AD SOLUTIONS

FULL-SERVICE

UTILIZING OUR EXPERTISE IN

UNDERSTANDING HOW AUDIENCES

CONSUME CONTENT ON NYPOST.COM,

WE UNLEASH THE CREATIVITY, WIT,

AND VOICE THAT FUELS OUR NEWSROOM.

GUIDED BY BRAND BRIEFS AND IN

COLLABORTATION WITH PARTNER

AGENCIES, WE DELIVER ORIGINAL

AND ENGAGING CONTENT.

CO-PUBLISH

POST STUDIOS AND THE BRAND’S

CREATIVE TEAM WILL TRANSLATE

THE BRAND’S GOALS AND MINE

EXISTING ASSETS FOR PUBLISH.

BY CO-CREATING THE CONTENT,

POST STUDIOS AND THE BRAND WILL

WORK CLOSELY TO CAREFULLY

UTILIZE ALL BRAND ASSETS AND TO

FULLY BRING THE CAMPAIGN STORY

TO LIFE IN NEW AND ENGAGING

WAYS.

SYNDICATION

BRANDS ARE MAKING WONDERFUL CONTENT

AS PART OF EXISTING CAMPAIGNS AND WITH

THEIR CREATIVE AGENCIES.

POST STUDIOS WILL WORK WITH BRANDS TO

DISTRIBUTE GREAT CONTENT TO THE

TARGET AUDIENCE ACROSS THE NEW YORK

POST DIGITAL FOOTPRINT.

POST STUDIOS OPTIMIZES THE FOR

CHANNELS AND AUDIENCE, FASHIONING THE

ASSETS TO LIVE NATIVELY ALONGSIDE

EDITORIAL CONTENT.

SPONSORSHIP

THE NEW YORK POST IS

CONTSTANTLY SEEKING OUT AND

SHARING THE GREATEST STORIES OF

THE DAY. OFTEN, THESE STORIES ARE

EXACTLY WHAT A BRAND MAY WANT

TO ALIGNMENT.

RATHER THAN CREATE NEW CONTENT

ON BEHALF OF A BRAND, OUR CLIENTS

HAVE THE OPTION TO PRESENT

EDITORIAL STORIES AS THEIR OWN.

WHITE-LABEL CREATION OF ALL OWNED-CONTENT NEEDS

FOR DISTRIBUTION ACROSS THE BRAND’S ECOSYSTEM:

BRAND

JOURNALISM

QUALITY RESEARCH AND

COPY BY OUR NETWORK

OF TALENTED AND VETTED

CONTRIBUTORS

.

CUSTOM VIDEO

FROM LIVE COVERAGE OF

BRANDED ACTIVATIONS TO

THE CREATION OF SIZZLE

REELS OR IN-DEPTH

INTERVIEW SERIES. POST

STUDIOS TEAM DELIVERS

BROADCAST-QUALITY VIDEO

FOR ALL CAMPAIGNS AND

PLATFORMS

DEVELOPMENT AND

DISTRIBUTION BESPOKE DIGITAL ENVIRONMENTS AND RICH

MEDIA EXPERIENCES REQUIRE A CREATIVE

YET STEADY HAND FROM IDEATION TO

EXECUTION. POST STUDIOS WILL NOT ONLY

CREATE THE

INFOGRAPHIC/APP/INTERACTIVE

QUIZ/SHOPPING GUIDE THE STRATEGY

REQUIRES – WE HANDLE ALL DISTRIBUTION

ACROSS THE NYPOST ECOSYTEM AND

SOCIAL.

STUDIO TEAM MEMBERS ARE EXPERIENCED IN THE OPERATION AND DISTRIBUTION OF BRAND

PUBLISHING PLATFORMS. AS BRAND’S BEGIN TO OWN MORE OF THEIR CONTENT PRODUCTION SYSTEMS,

POST STUDIOS CAN PARTNER WITH YOUR BRAND TO MAKE SURE YOUR CONTENT REACHES THE

QUALITY YOUR INVESTMENT DESERVES.

EXAMPLES OF PROJECTS STUDIOS TEAM MEMBERS HAVE PREVIOUSLY CREATED

WE KNOW HOW TO GET YOUR ATTENTION IN JUST A FEW WORDSOUR DNA IS IN AGILE NEWS PRODUCTION, WITH A VOICE THAT COMMANDS ATTENTION AND CUTS THROUGH

THE CLUTTER

TAP INTO THE CREATIVE ENGINGE BEHIND THE LEGENDARY VOICE OF THE NEW YORK POST

OUR CREATIVE CONTENT STRATEGISTS WILL HELP TURN YOUR BRAND CHANNELS INTO RAPID-FIRE SOURCES FOR WITTY NEWS AND VISUALS

OUR REAL-TIME NEWSROOM MODEL LEVERAGES EDITORIAL KNOW-HOW TO COMMENT ON BREAKING NEWS AND EVENTS – AND DELIVER IT IN THE MOST HIGHLY-ENGAGING WAY POSSIBLE

LARGE-SCALE ACTIVATIONS, ORIGINAL

IDEAS AND CUSTOM BRANDED

EXPERIENCES DEVELOPED FOR BRAND

PARTNERS

WE TRANSFORM THESE ORIGINAL CONCEPS INTO TANGIBLE,

AUTHENTIC EXPERIENCES FROM START TO FINISH, PRODUCTION TO

PROMOTION. THINK VIDEO SERIES, LIVE EVENTS, SOCIAL MEDIA

CHALLENGES, EXPERIENTIAL MOMENTS, AND BEYOND – ALL

CREATED AND EXECUTED WITH A UNIQUE POST VOICE.