JWT NewsWatch, which rolled out last month, offers JWT executives real-time news and information from more than 40 Nielsen publications. These publications include Adweek, Billboard, Brandweek, Commercial Property News, Mediaweek and The Hollywood Reporter.
JWT NewsWatch features a landing page with advertising, marketing and media coverage; 19 client-specific pages; and, through Factiva, a premium news feed and aggregated content from The New York Times and The Wall Street Journal, as well as other media outlets.
"In order for the product to be compelling, we need to have information that goes well beyond what Nielsen can offer," said Howard Appelbaum, VP-licensing and events at Nielsen Business Media. He added that Nielsen has similar content deals with Sony Pictures and Johnson & Johnson, and hopes to expand the idea into real estate markets.
Appelbaum said the service could be considered a new wrinkle in business publishers' efforts to add more custom media products to their portfolios. "It reflects what we need to do to stay relevant as a business publisher," he said. "We can focus on the needs of a particular client and drive the information [the client wants] using our editorial expertise."
Nielsen Business Media (formerly VNU Business Media) operates in seven major market sectors, including entertainment, media and marketing, retail and life sciences.
JWT is betting the new service will save its employees time by keeping them informed about relevant content regarding their industry and clients. "There was a sense we needed to implement a smarter news filter for client teams," said Marian Salzman, exec VP-CMO at JWT.
Gary Slack, chairman-chief experience office of b-to-b ad agency Slack Barshinger, said the Nielsen-JWT partnership could be a harbinger of things to come.
"We could see many more innovative online custom publishing deals like this one, and advertising agencies may just be the starting point," he said. "No matter what industry, corporations have similar internal information needs and could be a lucrative target for business publishers who can aggregate and package cross-brand and cross-platform content the way VNU is doing for JWT."