Traditional forms of advertising are collapsing. News organizations—both print and digital—are contracting. And it’s getting harder and harder for companies to reach anyone through conventional PR. Today, companies are searching for new ways to to reach and talk with customers. The result: The rise of brand as publisher. Airbnb, Casper, Red Bull, Lodge, Slack, Yeti, Visa and many others are using the tools of journalism to tell stories and engage audiences. But does this work? Do readers and viewers really want this?

In this talk Robert Capps will share his unique perspective on both traditional and brand editorial, explain why audiences are actually hungry for this kind of content (if done right), and offer concrete tips on how to make brand editorial that works.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.