Does paid sponsorship drive The Influencers in the Know content?
We have a clear separation of our editorial and word of programs in our community. Our editors come across word of mouth discoveries through their own scan of culture and the marketplace, the contribution of their writers and the discoveries of their readers. They have exposure to our word of mouth programs like any other member but have no obligation to write about them. Every month, we sit down as an editor’s group and define what the next month’s content should cover; separate from any commercial relationships we’ve developed. In full disclosure, our word of mouth programs (communities, campaigns and insights) are funded fully by the sponsors. That is exactly the point. We believe it represents a more effective and participatory form of marketing. These companies and products are involving Influencers in the marketing process by collaborating with them and getting them involved early and thus, are funding The Influencers to go about making this happen.
