Brandon Copple on Groupon's Editorial

Groupon Managing Editor Brandon Copple, formerly the managing editor at Crain’s Chicago Business, talks about the Google-resisting company’s focus on writing: “There’s nobody out there putting as much muscle and intellectual power into their editorial." Yep, editorial — Copple doesn’t talk about ‘ad copy’ or even 'copywriting.' I Tweeted a while back about reading Groupon’s entertaining and informative ”Voice Guide“ for its writers, which makes clear how much the company cares about the content in those many thousands of emails. This interview’s brief, but it reenforces the larger trend evident every day of marketing becoming more like publishing, with communications professionals thinking more like editorial directors, packaging and sending original content out to … yes, they’re often still called subscribers.