Advertisers looking to escape the dreaded advertorial trap
and give consumers content they'll actually read has helped create the boom in native
advertising or branded content. At the same time, publishers continue to
seek ways to make their editorial work harder for them.
Fortune is rolling out a new response to this dilemma in the
form of a program called Fortune TOC—Trusted Original Content. Similar to
licensed editorial content, TOC involves creating original, Fortune-branded
editorial content (articles, video, newsletters) exclusively for marketers to
distribute on their own platforms. The publisher has set a price range from
$250,000 to $1 million.
