posted at 21:50
Author: Barry Levine
Wed, 30 Jul 2014 04:00:44 +0000
Medium shows off BMW as its first collections sponsor as it dives into paid content
Medium, whose intention is to point to the future of online publishing, today introduced its first sponsor for a collection of curated stories - and pointed to a model where editorial content can enhance the sponsor's sense of style. The sponsor is BMW, a line of high-end cars largely defined by its design elements. "The relationship is based on trust rather than oversight," Medium senior editor Evan Hansen told VentureBeat. Medium initially shared some story drafts with BMW, Hansen told us, "To give a flavor of our approach," with one running and a couple of others pulled "For editorial reasons." After the sponsor got the idea, he said, stories are not being shared before they're published. "The BMW 4 Series was looking to connect with 'influencers,' the type of people who both produce and consume content on Medium," Mark Chu-Cheong told us. With design being a "Key attribute of the BMW 4 Series," Chu-Cheong said, Re:Form "Allowed BMW to 'add value' to the Medium community by helping make more great content on the topic of design readily available." Outside of the collections, this will also see five articles about BMW, marked as sponsored content, that Medium's content team created with cooperation from the automaker. Over the six month commitment, Medium will run as many as 100 stories on design, and rather than impressions, BMW is being guaranteed a minimum of Medium's favorite metric: reading time in minutes.

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