Wall Street Journal sales boss: Branded content will never be a dominant revenue source

May 12, 2015 12:19

Fellows speaking at the INMA World Congress

The head of global media sales for the Wall Street Journal has downplayed the potential of branded content as a major revenue source, despite predictions it could double in the US in the coming years.

Trevor Fellows told the World Congress of the International News Media Association summit in New York there was a limit to its potential, despite a prediction from the Boston Consulting Group earlier in the day that the US$12bn spend would more than double to $25bn in the next five years.

Asked by Murdoch Media’s Matt Handbury if there was a time when half of a newspaper would be branded content Fellows said: “There is not a snowball’s chance (in hell) that that is going to happen.

Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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