Reuters, one of the best known names in the world of news, has teamed up with content licensing company NewsCred to launch “Red Carpet Ready,” offering exclusive editorial material around shows like the Oscars and the Grammys.
The sales pitch from New York-based NewsCred goes, "The awards buzz is already building… Don’t miss this opportunity to capture the appeal and glamour of all that the red carpet has to offer for the 2012-2013 season."
A package of special coverage, created by Reuters and hosted by NewsCred, will cover all these these big showbiz events, says Adweek.
On its website NewsCred says the business model for high-quality journalism is broken. "We’re re-inventing it."
Although the cooperation with Reuters is entertainment-led, NewsCred paints a broader picture on its website, "We license and curate full text articles, photos and video from sources like The Economist, The Guardian, Reuters and Forbes, helping publishers and brands create customized content experiences to drive traffic and build new revenue.
"By sourcing and licensing trusted content across a broad range of subjects and perspectives, NewsCred delivers millions of dollars of revenue back into the news ecosystem, offering a crucial industry the means not just to survive, but thrive."
Most important, says NewsCred, is that they are raising standards. "We license complete articles, pay our publishers and always attribute stories to the journalists who create them. We're not another news aggregator, We're committed to the future of journalism."
Red Carpet Ready will cover the top entertainment events of the year – the Academy Awards®, the Golden Globe® Awards, and the GRAMMY® Awards among others.
Reuters and NewsCred will provide an exclusive collection of Reuter's content – behind-the-scenes stories, celebrity interviews, and photos from Reuters, delivered through NewsCred's web-publishing tools.
Reuters' regular entertainment reporters will still cover these shows and events like the SAG awards and BAFTA - but Reuters will also have separate journalists creating entertainment content—including editorial, video, photos, behind-the-scences celebrity interviews only available to Red Carpet subscribers.
Marketers increasingly need quality content to push out on social feeds like Facebook, Twitter, and Pinterest, says NewsCred CEO Shafqat Islam.
“Brands are starting to look for more compelling and more engaging content and Reuters has this brand name within the journalism space that resonated,” he said.
The Reuters-NewsCred offering is also aimed at online publishers who want a ready-to-use entertainment package beyond the standard Reuters coverage.
Steven Schwartz, Reuters’ global head of strategy, marketing and business development said, “The Red Carpet Ready Solution provides online publishers and brands with access to high-quality, exclusive, behind-the-scenes Reuters journalism, images and video for the 2012-2013 entertainment awards season.
“Working with NewsCred has enabled us to develop a package that serves the evolving needs of digital newsrooms, enabling online publishers to quickly deploy dynamic content for their audiences.”
More and more marketers are licensing content as part of their marketing strategies. Pepsi earlier this year launched Pepsi Pulse, a daily “pop culture cheat sheet,” that mixes news licensed through NewsCred with crowd-sourced content from platforms like Twitter and Instagram.