The Natives are Restless: Are Media and Marketers Friends, Enemies or Frienemies?

While traditional media outlets struggle to produce relevant news with fewer recourses and retain audience share, marketers have an increased interest in native advertising, content marketing and custom content. Can the two sides save one another, or is this the makings of a Shootout at the OK Corral? In this discussion marketers will gain a better understanding of the dynamics of native advertising, its impact, both positively and negatively, on media outlets and how marketers and media can find a win-win scenario. 


Eric Cedo is the Director of Audience Development at Crain Communications, responsible for growing audience and circulation at Crain’s Detroit Business and Crain’s Cleveland Business, a role he’s held since 2012. His expertise in social media and digital marketing has brought about a significant change in the company’s approach to traditional audience growth and circulation.


Before Crain, Eric was Director of Marketing at Unitask, a Bloomfield Hills, MI based Stage 2 software company where he successfully developed the brand and messaging that has resulted in triple digit revenue growth in 1 year. His creative approach of simple, clear and clean messaging won industry awards.


Eric is also a Social Media Marketing consultant with over 10 years of direct social media project and campaign work for such clients as Nike, The State of Michigan and Michigan State University. Eric was CEO of Michigan’s first Social Media Marketing agency – BrainGain working with clients throughout the State of Michigan by delivering social media training, strategy and execution. He had numerous distinctions in this role, with his favorite being holding the first “Tweetup" in the State of Michigan in 2006. Eric holds a Bachelor’s Degree in Political Science from the University of Michigan.