Known as cross-platform or multi-platform publishing, posting content on several channels in order to reach the greatest number of people has come to the fore with the recent content-sharing agreements between tech giants Google, Verizon and Facebook, and publishers including NZ Herald, Stuff, School Road and others. This has highlighted the importance marketers place on maximising their content exposure, though there do appear to be concerns over native content crossing over into mainstream publishing, with quality and reputation of publishers at stake.
In August 2020, news organisation Stuff announced a content-partnership agreement with online magazine Capsule, advising that Stuff would publish the magazine’s content across its platforms. A curated collection of “smart reads and reliable rants”, Capsule was set up by former print-magazine editors Kelly Bertrand, Emma Clifton, Alice O’Connell and Nicky Dewe shortly after the closure of Bauer’s New Zealand business in April 2020, during the Covid-19 crisis. Its partnership with Stuff encompasses both editorial and advertorial content. This means Stuff republishes Capsule’s editorial stories in exchange for revenue sharing, while also working with them in the commercial space to offer advertisers and marketers a unique package that provides the creation of a well-crafted, niche and focused piece of sponsored content that’s then also published on Stuff. Kelly says this is “niche and mass in the same package, which is incredibly valuable and efficient for marketers.”
Most stories have at least a couple of angles that may work better for different audiences, and content sharing means messages
