Paid Media Gets a Bad Rap. Here’s Why That Needs to Change
By: Andrea Cardillo, Co-Founder & Head of Content, That Tracks Content
What I’m about to talk about is no doubt controversial.
Earned vs paid.
I get it. Why pay for something when you could get it for free? Doesn’t a PR pitch feel more authentic if a newsroom chooses to run with it–rather than being forced to?
Sure.
But that’s assuming two things:
a) That newsrooms will run anything with money attached to it (they won’t).
b) That paid content is automatically subpar (it isn’t).
I had my own assumptions, too—before I moved from the news side of things, where I was Executive Producer of Global Toronto, to the sales side, overseeing branded content Global News, and now as Head of Content at That Tracks.
For any integration ask, I go in with an open mind, looking for what I’ve always looked for.
A story.
People whose lives are being affected—good or bad.
A purpose.
And, of course, a gut check.
Dare I say, the bar to get a paid integration is higher for sponsored than earned media—where overworked producers sometimes say yes just to fill a slot. Hey, I did it. Everyone does it.
When I partner with a client, that’s exactly what it is—a partnership. More often than not, they’re excited to work with an experienced producer. They want to collaborate, and find a strong story angle and the right characters to bring it to life.
They also gain access to a highly skilled production team—top-tier editors, reporters and producers. A talent pool they wouldn’t have in-house.
And the final product? Something we’re all proud of. Something they can link to, share, and use to connect with their audience.
At That Tracks, we work with you to find the best way to get your story in front of a bigger audience—whether that’s a strong pitch sent directly to producers or a paid partnership with a media outlet. And let's be honest: connections matter. Knowing who to contact goes a long way in getting your message in front of the right people.
I see the value in that. Do you?