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Doug's Drift

Original Store Brand Content is King

December 2, 2013
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We live in the Information Age. As the name of this heady period of human existence plainly indicates, at its core is the publication and consumption of information brought to the masses via all available media—radio, broadcast and cable television, movies, books, newspapers, magazines, etc.—but particularly through our exponentially expanding online and digital realm.

Of course, much unnecessary overlap plagues our Information Age—and this is particularly true of online. Way too many informational portals rely on a tired, “me too” existence, presenting the same exact information as countless other sources.

Definitive value—information you can process into desirable, unique takeaways to drive future business—always comes from original content, information and data presented in clear, insightful, timely ways.

So, to better meet the ever-evolving business needs of the private label industry, starting in January 2014,, the online home of PLBuyer, will focus on online-only, feature-style content as its core, publishing the same type of in-depth, analytical, insightful stories found in PLBuyer magazine, while frequently capitalizing on the unique interactive features available in an online format. While we will still continue to publish key news stories vital to the private label industry—along with all of the content from the printed magazine, among other features—significant, newfound value will come from the content we publish on our website that you can’t find anywhere else, in print or on the Internet … stories that dig into the changing dynamics of the store brand business, highlighting hot and emerging categories for private label, and contextualizing that information to arrive at channel-specific top-line takeaways to drive business forward—the type of content that helps transform just another industry website into a valued, regular, informational destination.

Here’s what we have on deck for the first quarter of 2014:

• January—Better paper & plastic products, and key developments in the dairy category

• February—A spotlight on frozen products like soups & chili, as well as an update on private brand fashion

• March—“Green” household goods, and the impact of seafood sustainability concerns

Our editorial team will develop several stories around each topic each month, illustrating category and channel-specific activity and directions, all while pointing toward opportunities for private label. Drop me a note, and I’d be happy to pass along all details on our complete 2014 PLBuyer Online Content Calendar.

 In our oft-confusing Information Age, original, concise, on-target content is king—especially when the future of your business depends on it. 

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