Sahil Patel of Digiday writes about the partnership between Business Insider and General Electric to create Digital Industry Insider.
Patel writes, “Business Insider has assembled a five-person team from its branded content division to create content for Digital Industry Insider. At the same time, a group within GE will oversee the vertical from the brand’s end, though the number of people GE actually has on the project at any given time will fluctuate depending on the week.
“But while Digital Industry Insider’s goal is to spotlight the industry, it’s still an effort underwritten by GE, which means the brand will have final say over the content. The Digital Industry Insider team will be following guidelines created by GE, which also will dictate which events are covered, the companies said.
“But while GE is funding the project, it’s not requiring that its brand and products get all of the attention, said Boff. ‘The industrial internet will be bigger than the consumer internet,’ said Boff. ‘We know we have an important role to play in that but we know it’s bigger than just GE.’
“GE is no stranger to experimenting with different types of advertising. In years past, the brand has launched a policy news hub pulling in content from the likes of Vox and CNN. It has even created a TV show.”
Read more here.
