Monica Hare is the Head of Gear Patrol Studios (GPS), the creative partnership and content marketing arm of Gear Patrol, an NYC-based lifestyle publication focused on the intersection of products and life\u2019s pursuits. Monica came to GPS from Buzzfeed where she led media planning, account management and account strategy teams globally across three US regions and six countries. That was preceded by management, strategy and producer roles at organizations such as Publicis Groupe and Disney. Monica will be leading GPS\u2019 continued growth and excellence with a focus on branded content and data capabilities. Outside of work, Monica spends time with her wife and two step kids traveling, reading and biking\r\n \r\nTHERE'S AN INTERSECTION BETWEEN THE PUBLISHING AND MARKETING WORLDS, BUT WHAT'S YOUR VIEW ON THIS OVERLAP, GIVEN YOUR EXPERIENCE IN BOTH SPACES?\r\nThere\u2019s a fair amount of overlap between what\u2019s thought of as traditional agency life and the new breed of publisher-based content creation teams\u2014Gear Patrol Studios included. But there are also key differences which create opportunities for learning such as timing and audience expertise.\r\nWhen moving from the agency world to the publishing world, the first thing I noticed was the pace. Pitches that would have taken weeks to prep at an agency will have days on the publishing side, so you quickly get used to working with smaller teams and much less time, while still upholding smarts and creativity. I also learned that as a publisher, clients come to you based on your expertise in your audience. I routinely find myself asking, \u201cWill my audience like this?\u201d which is precisely what the vast majority of our clients want us to ask.\r\n \r\nMAGAZINES GEAR THEIR CONTENT TOWARD ATTRACTING A CORE CONSUMER BASE. WHAT DOES THIS LOOK LIKE IN PRACTISE?\r\nThe real trick in working for a branded content studio at a publisher is striking that delicate balance between the publisher\u2019s editorial voice and the voice of the brand you\u2019re representing. We aim to walk that fine line and find the universal truth that ties everything together so that the piece makes sense for the brand, the audience and our publication\u2019s core principles.\r\n\r\nWHAT CAN AGENCIES LEARN FROM PUBLISHERS, WITH REGARD TO THEIR APPROACH?\r\nIn a lot of ways, the medium is the message or at least a chunk of it. Once I switched to publishing, I realized that the vast majority of what the audience takes away is directly tied to the how, the where and the when. I\u2019ve learned that the more you can be native to that moment, the more the message will be accepted and internalized by the audience. These days, presenting the concept in a way that integrates seamlessly into your audience\u2019s daily digital lifestyle seems to gain more traction than concepts that are presented in a manner that feels disruptive to their lifestyle.\r\n \r\nWHEN IT COMES TO HELPING ADVERTISERS HONE IN ON KEY CONSUMER BASES, WHAT ADVICE CAN YOU SHARE?\r\nFind ways to integrate seamlessly into the channels and publishers where your consumers reside, while also offering value and service. This is how you create advertising that simply feels like useful, entertaining content. If this is done correctly, consumers won\u2019t even care that it\u2019s sponsored content\u2014in fact, I\u2019ve found that they appreciate it because you\u2019re speaking to them with a how, a where and a when which works. Indeed, when you\u2019ve earned the audience\u2019s respect and attention this way, you can even begin to introduce lower funnel calls to action like \u201cclick to purchase,\u201d so that it\u2019s seen as service and not salesy.