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Branded Content: A unique, engaging and profitable advertising option


Apr 19, 2021




Teresa Shaak



Announcing an exciting new virtual event – PNA’s Advertising Symposium

Register today for PNA’s convenient and complimentary Advertising Symposium! By attending this virtual event, you will:

  • Gather new proven and successful revenue-generating ideas
  • Learn how to improve your sales calls
  • Understand how to boost your share of advertising agency business
  • Discover how to build better print and digital ads
  • Hear how to optimize your digital campaigns

Over the course of this five day virtual event, you will participate in interesting and motivating daily training sessions led by notable industry experts, including Editor & Publisher’s Mike Blinder, Peter Lamb of Lamb Consulting, Jill Kirsch from the Pittsburgh Post-Gazette, Darrell Davis of Metro Creative Graphics, Julia Campbell from the Branded Content Project at LMA, Bill Talerico of the Talerico Group, Dr. Renee Tacka and a variety of Pa.-based advertising agency decision makers.

Whether you are new to advertising sales or are a seasoned veteran, you will walk away with practical and effective tips and solutions to help boost your advertising revenue.

Learn more about this no-cost event and register today.

Branded Content: A unique, engaging and profitable advertising option

The revenue opportunity with branded content is massive and growing! How big? $63 billion big! Branded content uses the strength of storytelling to provide a valuable benefit to advertisers while increasing audience engagement and revenue for local media publishers. In this session, The Branded Content Project experts will show you examples of programs that are driving six-figure revenues for local media.

They will also showcase how to build monetization through branded content, walk you through the nuts and bolts of building a storytelling business, and explain the growing opportunity with branded content initiatives that cross platforms, market size, and media type. You will learn how to use branded content to reach new advertisers and new audiences with new content ideas.


The Advertising Symposium is free of charge to PNA members.
To register, complete the online registration form for Branded Content.  Attendance to the Advertising Symposium is limited to PNA members and requires your username and password to complete your registration. If you require assistance registering or are requesting your username and password be sent to you, please email Info@PANewsMedia.org.

Session Speakers

Julia Campbell
The Branded Content Project

Julia is a branded content strategist and innovative project manager who is leading a combined initiative focused on branded content for the Local Media Association, Local Media Consortium, and the Facebook Journalism Project. A former Gray Television executive with extensive branded content experience, Campbell is leading a group of 29 broadcasters, print, and digital publishers who are testing out promising business models. The ultimate goal is to report back to the industry and provide playbooks that publishers can use to succeed and grow revenue in their local markets.

Campbell spent nearly a decade at Gray Television, previously as vice president of media systems, where she created MomsEveryday, an award-winning television, digital, social and OTT branded content initiative focused on helping local businesses connect with families across the country while creating profitability for the TV stations. In addition to extensive branding experience, Campbell is familiar with the challenges and opportunities of local news, having served in director and editor positions at a number of local and national TV stations, including CNN. Her media career has crossed through some of the smallest of markets, like Casper, Wyoming, to some of the largest such as Atlanta. Campbell earned her bachelor of science in journalism from the University of Colorado Boulder.

Peter Lamb
Lamb Consulting

With over three decades of marketing experience, Peter Lamb has worked with some of the world’s largest media companies and helped orchestrate some of their most impressive successes. As a strategy consultant Peter transforms media companies to make them more efficient, more competitive, and more profitable. For Peter’s clients, this entails an unprecedented focus on NEW-NEW revenue, an approach that targets customers that have never used the client’s products or services.


Jared Merves, CRO
Distributed Media Lab

Jared Merves has more than 15 years of experience driving digital innovation across many of the nation’s largest local media companies.

Leveraging his deep background in media and ad technology, Jared has championed cross-channel marketing strategies across a variety of disciplines and customers.

As the Chief Revenue Officer for Distributed Media Lab, Jared and his team develop turn-key sales solutions designed to help media partners increase revenue, relevance, and profit.

Jared lives in Colorado with his wife Lisa and their children, Jack and Birdie


April 19, 2021
3:00 pm - 4:00 pm
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Pennsylvania NewsMedia Association
Pennsylvania NewsMedia Association Foundation