What? Branding is quality journalism?

Two weeks ago the Internet Advertising Bureau and Bain & Company released a study called “Building Brands Online.” 

This report highlights the disconnect between what brand marketers are now asking for in terms of quality measurement on the Web—brand awareness, purchase intent, favorability—versus what online publishers have traditionally been providing them—click-thrus, unique visitors, ad impressions.
 So, ironically, what they now want is more of the ‘old media’ metrics they are used to getting from print and television.
 In other words, they are looking for intelligent, quality journalism.

Maybe this was transcribed wrong… At least I hope.


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