No items found.
The political battle of “real” vs. “fake” is in full swing, and we have to admit we’re riveted. Some of our favorite outlets publish fake news, but we’re not talking about National Enquirer or ABCnews.com.co. However, what we do love is The Onion.The Onion is a satirical news site that pairs hilarious imagery with the razor-sharp syntax to deconstruct everything from politics and American culture to film reviews and gaming. With more than 50 million monthly readers and a social reach upwards of 250 million, needless to say, The Onion has a wide following that also includes readers who take their reports at face value. You might ask yourself, “how is a fake news site so successful?”The answer is branded content.Branded content is a big part of the current media landscape, and is defined as content that features third party products, brands, and sponsors posted by media companies (like The Onion). Following unprecedented success in branded content, The Onion formed Onion Labs, a branch of the company focused on creating hilarious campaigns for brands to reach readers that don't have to rely on banners ads or pop-ups, which are traditional favorites of online publications.The Onion’s branded content accounts for roughly 80% of the company’s revenue, and there are numerous benefits: