Netflix and Amazon are getting into branded entertainment

It's been a big week for publisher-AI deals, with Hearst signing a content agreement with OpenAI and Microsoft licensing content from a host of publishers. Plus, Tracy Middleton at Hone Health joins the show to discuss paid distribution. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

Healthcare marketers have generally been cautious about how they communicate with audiences. But Havas' chief content officer Lars Bengston says that's changing, as the industry undergoes an evolution of sorts. And, we discuss the New York Times offering audio subscriptions on Spotify and Apple. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

In this episode: Does Google's ad tech hurt publishers? The Department of Justice's second antitrust suit against Google accuses the company of monopolizing the online advertising market. Amazon's Rufus chatbot -- which marries content, commerce and generative AI -- will now have ads. And The Economist has made Espresso, its short-form daily news app, available for free to university and high school students worldwide to attract younger subscribers. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

In this episode: Consultant and former FT exec David Buttle joins the show to discuss how publishers can quantify and manage the risks AI disintermediation could pose to their businesses. And the branded entertainment train shows no signs of slowing down, with Tim Hortons announcing that it's putting on a theater production in Toronto.  Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

In this episode: Butter Payments CEO Vijay Menon joins the show to discuss how publishers can grow subscription revenue by mitigating failed payments more effectively. And although Branded entertainment hasn't generally been a popular tactic for health companies, Northwell is about to launch a new entertainment studio. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

In this episode:  Brand content in the age of AI: Hubspot is pivoting firmly to audience-focused content and deprioritizing SEO-first articles in favor of deeper dives underpinned by reporting and journalism. Kyle Denhoff, who runs audience development at Hubspot, joined this week's episode to talk about the software giant's approach. Micropayments' big moment? Publishers have discussed micropayments for years and a range of vendors have emerged offering various spins on the concept, but few publishers have decided to test them seriously. Publishers' hesitance now appears to be softening, however, as their subscription businesses mature and the thirst for new marketing and monetization options becomes more acute.

In this episode: Netflix and Amazon are both vying for brand marketing dollars. Both streaming platforms are trying to get marketers to fund new original shows on the platform in exchange for product placement and co-marketing.  Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

In this episode: Omnicom's ArtbotAI is the latest agency AI move, but questions remain around how these middlemen will use AI effectively for strengthening their client relationships, and we explore recent data around publishers' subscription discounting. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

In this episode: Publishers are increasingly looking at Apple's news aggregation product, Apple News, as a way to reach and engage new audiences. FlatPlan CEO, Kieran Delaney, explains how publishers can leverage the platform to their advantage. Plus: Where content should sit inside companies is becoming a matter of debate.  Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

In this episode: Brands are enamored with Hollywood, with more of them launching studios to create films and documentaries. But what makes this time different? Jae Goodman of Superconnector joins us to explain. Plus, why more consumers might pay for news than recent research suggest. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com