All the KubeCon News
This has been a busy week for The New Stack! KubeCon+CloudNativeCon North America is the time of the year for us to catch up on the latest work being done on Kubernetes and all its associated cloud native tooling. You might have noticed that this year, TNS has had an extra heapin’ helping of KubeCon posts (more than 10 at the latest count), and we’ve had more tweets from the conference as well. For this, we owe thanks to Kasten By Veam, a company that specializes in Kubernetes data protection, for sponsoring our news coverage. They paid for it all, literally.
This “sponsored event news coverage” is not something new for The New Stack; however, it may be something pretty new for tech journalism in general, as far as we can tell. Editorially, all the stories are produced exactly in the same way as our usual event coverage: Reporters, including our mighty army of talented freelancers, ferret out the best stories around the show and file them with the editors, who post them on the site. The only difference is that we disclose at the top of each story that Kasten has sponsored this particular piece of coverage, and it gets one clearly identifiable ad-like box embedded somewhere in the story. We also devote one story to what is new with the sponsor itself, pretty safely assuming that in this field, companies are always changing in some notable way.
But other than that one story, the company in no way influences, or even knows, what we will write about at these events. Like with any other sponsor, or with any other non-sponsor, we cover Kasten only when it does something worth covering.
Although journalistically atypical, this arrangement we’ve thus far found to be a winning one for all parties. After all, the editorial department is usually confined by a modest freelance writing budget. We’d only be able to devote a few stories at best to even the biggest events. But with sponsored coverage, we balloon our coverage like a pufferfish, producing many more stories than usual.
In fact, our goal in the editorial department is to use up as much of that sponsorship money for stories as we can. Honestly, we in editorial don’t even care if there’s any money left over for “profit”! Not our problem! The important thing is our readers are getting more in-depth coverage from TNS than ever before, and our army of writers are getting paid, at least insofar as they can have all the work they desire for these few weeks (the holidays are coming up after all). We also learn more about all technologies at the show. And yes, Kasten gets its name mixed into the cloud native discussion as well. Win-Win-Win!
So in full transparency, that’s how our “sponsored event coverage” works. WDYT? Fair deal, or not so much?