When Publishers Become Marketers: Lessons for Shopify Brands

It's not every day that legacy media companies flood subways and billboards with ads about themselves.

Yet in 2025, that's exactly what's happening.

From The Guardian to NBC News, Reuters, Wired, MarketWatch, and Hearst, leading publishers are running large-scale brand marketing campaigns — many for the first time in their history.

These aren't performance ads or subscriber promos. They're bold, creative campaigns meant to tell a story:

"Here's who we are, what we stand for, and why we matter."

For Shopify and D2C brands, there's a big lesson hiding in plain sight: When even the world's biggest publishers start investing in brand trust — not just traffic — it's a clear signal that awareness and authenticity are once again the new growth levers.

1. A Response to the Discovery Crisis

As the article notes, publishers are reacting to one massive shift: dwindling discovery.

Social referrals are collapsing. AI-driven search is rewriting how content is found. And younger consumers — Gen Z especially — no longer stumble upon media brands organically.

That's why MarketWatch's campaign leaned into bold "brat green" aesthetics and Gen Z humor to reintroduce itself to a new audience.

For eCommerce brands, this is déjà vu.

The same way publishers can't rely on algorithms for discovery, brands can't rely on ads alone for awareness.

Your next customer isn't scrolling your site — they're streaming, swiping, and consuming video content that sparks emotional curiosity.

That's why video-first discovery and shoppable experiences have become vital. Read more on that shift in Why Shoppable Videos Are the Future of Online Shopping.

2. Raising Brand Prominence in the AI Era

AI has created both a challenge and an opportunity for publishers — and brands alike.

As AI engines pull data and summarize articles, publishers are realizing that brand strength determines visibility. A trusted name like Reuters or The Guardian holds negotiating power in content licensing deals because of its brand's perceived authority.

Similarly, Shopify merchants entering the AI-driven search landscape must ask:

"Will AI recommend my brand — or just describe my category?"

That's where strong brand storytelling, visual identity, and video content matter.

When you appear in AI-powered recommendations, recognizable brand equity increases trust and click-through — much like how publishers are positioning themselves for AI-era survival.

If you're exploring this space, our post AI Tools to Boost Shopify Sales dives deeper into how merchants can leverage AI while protecting their brand voice.

3. Rebuilding Trust and Emotional Affinity

In an era of political polarization and media skepticism, trust is currency.

NBC News and Reuters explicitly said their campaigns aim to "underscore trustworthiness" and "win audience affinity."

That principle extends far beyond news. Modern shoppers — especially Gen Z — buy from brands that feel human, transparent, and relatable.

UGC-style storytelling, behind-the-scenes content, and authentic creator partnerships do more to convert than polished ad copy ever could.

That's why publishers are returning to emotional storytelling — and why brands should, too.

You can see the same shift reflected in Tellos clients like No Makeup Makeup, who use shoppable videos to blend transparency, education, and purchase flow seamlessly.

We explored this deeper in Brand Tonality in 2025.

4. Investing in the Long Game

These campaigns are expensive — and for many publishers, unprecedented.

So why now? Because they understand something many D2C brands forget:

Awareness fuels everything downstream.

Before conversion comes recognition. Before loyalty comes familiarity.

Hearst's VP described their campaign as "preparing the ground" for its subscription business — a phrase that should resonate with any merchant looking to scale sustainably.

Your brand is not just what you sell — it's what people feel when they see your name. And in 2025's noisy, AI-saturated landscape, feeling is the new differentiator.

If you want to understand how video-first storytelling helps build that emotional familiarity, check out Vibe Marketing Statistics 2025.

5. The Tangible Value of Brand Reputation

One of the most striking examples comes from Hearst's acquisition of The Dallas Morning News.

Despite receiving a higher offer from a private equity firm, the paper chose Hearst — trusting its brand reputation and editorial integrity.

That's the ultimate proof of brand equity: when your reputation is literally worth more than money.

For Shopify founders, the takeaway is simple: Your brand story is an asset, not a cost center.

Invest in the visuals, the experience, the voice. Use tools like Tellos AI to create shoppable video experiences that tell your story automatically — at scale — across your storefront.

Because when your shoppers feel something, they buy faster, stay longer, and remember longer.

Explore the platform: Tellos Shoppable Videos

Key Takeaway

Publishers are no longer relying on algorithms — they're taking back control of their story.

Shopify brands should do the same.

Authenticity, storytelling, and video-first experiences aren't marketing trends — they're survival strategies.

With Tellos, you can turn your brand story into a living, shoppable experience — powered by AI, driven by trust, and designed for the next generation of digital discovery.

FAQs

1. Why are publishers running brand campaigns now? Because social and search discovery are declining — and publishers need to proactively build awareness and trust in a new discovery landscape.

2. How does this trend relate to Shopify brands? It highlights the importance of storytelling and brand familiarity — two pillars of modern eCommerce growth.

3. What role does AI play in this shift? AI-driven discovery rewards recognizable, trusted brands. That's why publishers — and brands — are re-establishing their presence before AI defines it for them.

4. Are brand campaigns worth the cost? Absolutely. They strengthen trust, improve top-of-funnel awareness, and increase conversion efficiency over time.

5. How can brands achieve this without huge budgets? By using tools like Tellos to turn organic videos, social content, and UGC into shoppable, AI-personalized experiences — zero maintenance required.