The American Chemical Society's (ACS') Publications Division has announced the establishment of C&EN BrandLab, a custom content-development studio to serve the marketing needs of chemical and pharmaceutical organisations. C&EN BrandLab, a new unit within the ACS' award-winning Chemical and Engineering News (C&EN) Media Group, will build content marketing strategies in collaboration with clients designed to reach scientists, industry researchers and business executives through both innovative print advertising solutions and digital storytelling.
C&EN BrandLab is one of the first custom content-development studios in the scientific publishing marketplace to offer publisher expertise in content creation and distribution services. The goal is to produce engaging content that appeals to ACS Publications' audience of 26 million annual web visitors and 157,000 Society members, while simultaneously driving awareness for client advertisers and sponsors. Inaugural clients for the C&EN BrandLab's services include Agilent Technologies, Ashland, The Chemours Company, Shimadzu, ThermoFisher Scientific and Waters. C&EN's client-sponsored content has already made an impact: A September 2016 "Cannabis Chemistry" featured advertorial was widely read by C&EN's audience, and enrollment in an accompanying webinar was one of the media group's most successful to date.
C&EN is committed to scientific integrity and full transparency to its reader community with regard to its editorial and advertising content. Led by science journalist and editor Dr. Rajendrani Mukhopadhyay, C&EN BrandLab is an internal autonomous unit staffed by an independent editorial team. Mukhopadhyay has vast experience in scientific storytelling, having previously held the roles of chief science correspondent and managing editor at the American Society for Biochemistry and Molecular Biology, and having served as a freelance writer for the Royal Society of Chemistry's Chemistry World. She joins a team of C&EN BrandLab staff dedicated to the studio's efforts, including writers, editors, account managers and marketing experts.
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