The Media Tracker: honing in on newsletter messaging

With 100% SOV, brands turn to newsletters to improve the public's opinion

Author

Melanie Singer
February 01, 2024

The Media Tracker

This week we're diving into newsletter sponsorships that focus on promoting positive brand awareness.

A quick break from our regular schedule: I’m fundraising for Move for Hunger to run the United Airlines Half Marathon in March. All donations are greatly appreciated—you can click here to donate🏃‍♀️ 

What's 🔥 Right Now

Persuasion Campaigns 👀

  • Norfolk Southern is sponsoring Politico Transportation, advertising the steps they’re taking to make their networks safer.

  • Meta is sponsoring Politico A.M., P.M., Axios AM, and Puck’s The Best & The Brightest, driving messaging around their safety protocols for in-app use—just in time for yesterday’s tech C.E.O. Senate hearing.

  • Philip Morris International is sponsoring Semafor Principals and The Daily Courant from Puck. The messaging touches on “working together” for a smoke free future.

  • American Beverage Association is sponsoring WaPo The Early 202, promoting their solutions to reduce plastic waste.

  • Samsung is sponsoring Politico’s Digital Future Daily, drawing attention to their efforts around shaping policy and innovation.

The thought: with a number of brands on a mission to improve the public’s opinion of them, many turn to newsletter sponsorships for 100% SOV. Appearing in front of the average person to top decision makers enhances overall brand health, and assists in impending backlash, whether it be on safety or giving back in one way shape or form.   

Ads across the web this week

Notable Campaigns 

iShares by BlackRock ad on NYTimes

iShares ran a HPTO across NYTimes on 1/29, drawing attention to how IBIT enables investors to access bitcoin.

Pratt Industries, Inc. ad on WSJ

Pratt Industries, Inc. ran a HPTO across WSJ on 1/29, promoting general brand awareness around recycled custom packaging.

Max ad on Puck

Max is running a week-long HPTO across Puck, promoting all of the series that have been nominated for a SAG award.

Instagram ad on Politico

Instagram ran a HPTO across Politico on 1/30, and WaPo and Axios on 1/31, promoting their support of federal legislation that puts parents in charge of teen app downloads.

Staples Business Advantage ad on WSJ

Staples Business Advantage ran a HPTO across WSJ on 1/30, promoting their account tiers that fit business needs.

Deloitte ad on Quartz

Deloitte is running a HPTO across Quartz for another week, promoting general brand awareness around their tech solutions and case studies.

Bank of America ad on Forbes

Bank of America ran a HPTO across Forbes on 1/30 and today, 2/1, promoting Merrill advisors.

W.K. Kellogg Foundation ad on Axios

W.K. Kellogg Foundation ran a HPTO across Axios on 1/30, driving users to their branded content piece on DEI.

SPDRs ad on WSJ

SPDRs ran a HPTO across WSJ on 1/31, promoting the 11 sectors of the S&P 500.

Jobs Ohio ad on Forbes

Jobs Ohio ran a HPTO across Forbes on 1/31, promoting the businesses they’ve helped to expand and grow into Ohio.

Mimecast ad on The Atlantic

Mimecast is running a HPTO across The Atlantic today, 2/1, promoting their advanced email security capabilities.

Newsletter Tracker

Philip Morris International sponsorship on Puck’s The Daily Courant

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 54%, 8% down from last week 💰

New Branded Content

AWS studio piece on WSJ

Here's a link to the full branded content list

Industry News + Product Launches

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