Study: Branded Content Remains Strong as Marketers Shift Money Into Custom Media

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Folio, 11/30/10

Spending on custom publishing hits second-highest level ever.

Spending on branded content, or custom publishing, is at its second-highest level ever, at an average of $1.3 million per marketer, and nearly 100 percent over spending levels from 2008, according to a study from the Custom Content Council in conjunction with the newsletter ContentWise.

The study also indicates that many marketers are continuing to shift their money to branded content and at the same time, increase their spending. “This is good news for us all. Although we are coming out of the recession, our industry has held its own,” said Keith Sedlak, chairman of the Custom Content Council and Chief Marketing Officer with Meredith Integrated Marketing.

Some other highlights from the report, whose findings were released this week:

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