As more and more publishers push into ad agency territories with their inhouse creative studios, some ad and creative agencies are pushing into publisher territories as well. The latest to take the leap into media publishing is Gary Vaynerchuk who owns and runs marketing firm Vayner Media. Mr. Vaynerchuk has acquired women’s website PureWow.com which will be the first piece of a new media operation he’s building called The Gallery which will also serve as the umbrella company for other media properties down the road. PureWow’s CEO Ryan Harwood will become CEO of The Gallery.
The move comes as publishers – including the Time Inc., the Washington Post and The Wall Street Journal – invest more resources into their “branded content” businesses, expanding into tasks traditionally performed by agencies, like research or creating ads that appear across the web. PureWow generates the lion’s share of its revenue from branded content and has produced work for marketers like Cover Girl, Olay and Cartier.
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