According to Lori Rosen, Executive Director, Custom Content Council, "Content' is a more accurate reflection of what marketers are using to educate, connect, up sell and attract new customers." The move reflects the shift from an industry that purely focuses on delivering print content to one that embraces a multitude of formats including blogs, video, webzines, emails, podcasts, microsites, newsletters, and more. Rosen points out that when the association was formed in 1999 the social, digital and mobile media booms were years away.

To underline the new branding the CCC will launch a new website in May 2010.

Custom content continues to thrive in the US with a report highlighting that figures for spending on the sector in 2009 were double that of the previous year. A study released by the Custom Content Council conducted in partnership with ContentWise, a leading newsletter covering branded content, showed that total spending on branded content was over $1.8 million per company, with 51% spent on print publications, 27% on Internet media and 22% on categories such as video or audio.
Bron: apa.co.uk