Say hello to The Hub

Earlier this year I spent some time on the West Coast prepping a new PRWeek sister brand called The Hub, which launched recently under the leadership of our San Francisco-based senior editor Omar Akhtar.

Earlier this year I spent some time on the West Coast prepping a new PRWeek sister brand called The Hub, which officially launched recently under the leadership of our San Francisco-based senior editor Omar Akhtar.

The Hub is a blog-style website that focuses on marketing, data, innovation, content, social media, creativity, entrepreneurialism, digital, and the VC and startup worlds.

It is underpinned by technology, but it is not about technology. It is about storytelling and the way communications and marketing is converging on the same space – and the different ways marketers engage their stakeholders, especially through data and technology.

The philosophy of The Hub is ‘Create. Curate. Convene.' - so there are lots of opportunities to get involved. We are creating excellent original content, showcasing a stellar lineup of contributing bloggers, curating the best of the web, and holding live events and networking gatherings.

Original content on The Hub includes lots of daily topical posts, and regular items such as What I Do, Start Me Up, and Hackathon. We will also feature the most interesting data, infographics, and research relevant to our Hub themes.

Our first event, ‘From Marketing to Social Commerce,' was held late last month in partnership with W2O Group, and you can view an eBook and video package from this get-together on The Hub now. You can follow The Hub on Twitter here or on Facebook here.

We also commissioned a study from research company YouGov for The Hub, analyzing the difference in attitudes to the four types of content that dominate modern marketing, which showed that owned and earned media are catching up with paid in terms of influence, but still have a ways to go.

Our new senior editor Omar Akhtar joined us from Fortune magazine and is a graduate of Columbia University's journalism school. In a previous life, he used to be a pop star, so he has many talents! Please reach out to Omar if you would like to connect or know more about The Hub.

The DNA of The Hub is rooted in San Francisco and Silicon Valley, which is why Omar is based there. But it is not confined to these geographical areas. It will also reflect innovation in New York City, Austin, Boston, Los Angeles, and other areas of the US, as well as the rest of the globe.

The Hub will cover technology from the point of view of how brands and companies are telling their stories, rather than being product-focused. Similarly, its DNA is sympathetic with startup culture and VC investments, but it will not cover this space in terms of who is investing in what and how much. Again, it will be about how startups are telling their stories.

The Hub always looks through the lens of communication, marketing, and storytelling, rather than pure technology, but in a very different and separate way to PRWeek. I hope you like it and I very much look forward to hearing what you think.

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