Marketers plan to spend $1.8 million and about 37% of their total ad spend on branded content this year, according to a Custom Content Council survey. Most of the custom content is being devised for print, and the majority of respondents said they prefer branded content to magazines, television ads, direct mail and PR. "Magazine publishers who may be losing ad dollars to branded content seem to be making it up on the custom content side," writes Lucia Moses.

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