The American Chemical Society introduces C&EN BrandLab, a custom content studio for advertisers

WASHINGTON, May 1, 2017 — Today, the American Chemical Society’s (ACS’) Publications Division announces the establishment of C&EN BrandLab, a custom content-development studio to serve the marketing needs of chemical and pharmaceutical organizations. C&EN BrandLab, a new unit within the ACS’ award-winning Chemical and Engineering News (C&EN) Media Group, will build content marketing strategies in collaboration with clients designed to reach scientists, industry researchers and business executives through both innovative print advertising solutions and digital storytelling.

C&EN BrandLab is one of the first custom content-development studios in the scientific publishing marketplace to offer publisher expertise in content creation and distribution services. The goal is to produce engaging content that appeals to ACS Publications’ audience of 26 million annual web visitors and 157,000 Society members, while simultaneously driving awareness for client advertisers and sponsors. Inaugural clients for the C&EN BrandLab’s services include Agilent Technologies, Ashland, The Chemours Company, Shimadzu, ThermoFisher Scientific and Waters. C&EN’s client-sponsored content has already made an impact: A September 2016 “Cannabis Chemistry” featured advertorial was widely read by C&EN’s audience, and enrollment in an accompanying webinar was one of the media group’s most successful to date.

C&EN is committed to scientific integrity and full transparency to its reader community with regard to its editorial and advertising content. Led by respected science journalist and editor Rajendrani Mukhopadhyay, Ph.D., C&EN BrandLab is an internal autonomous unit staffed by an independent editorial team. Mukhopadhyay has vast experience in scientific storytelling, having previously held the roles of chief science correspondent and managing editor at the American Society for Biochemistry and Molecular Biology, and having served as a freelance writer for the Royal Society of Chemistry’s Chemistry World. She joins a team of C&EN BrandLab staff dedicated to the studio’s efforts, including writers, editors, account managers and marketing experts.

“Corporate advertisers and sponsors increasingly are searching for new opportunities to connect with their target audiences. C&EN BrandLab now offers such organizations a unique way to communicate and engage with their customers by leveraging both the expert scientific knowledge and storytelling capabilities of C&EN,” says Bibiana Campos-Seijo, Ph.D., vice president and editor-in-chief of the C&EN Media Group. “Through collaboration with C&EN BrandLab’s dedicated in-house team of writers and marketers affiliated with the world’s largest scientific society, our partners can craft meaningful and high-quality scientific messages that in turn can generate and identify valuable customer leads for tangible return on their advertising investments.”

To learn more about C&EN BrandLab, visit cenbrandlab.org or email cenbrandlab@acs.org.

About C&EN

Chemical & Engineering News (C&EN), which is published by the American Chemical Society, is the award-winning news outlet that reaches the Society’s vast membership of scientists, as well as the worldwide chemistry community in academia, industry and beyond. Through its website and its weekly digital and print magazine editions, C&EN covers the latest research advances, business and policy trends, crucial chemical safety data, job and career information and more. Published since 1923, C&EN currently has editors and reporters based in Europe, the United States and Asia. For more information on C&EN’s authoritative coverage and its products, including C&ENjobs and advertiser and sponsor resources, visit cenmediakit.org.

About the American Chemical Society

The American Chemical Society is a nonprofit organization chartered by the U.S. Congress. ACS is the world’s largest scientific society and a global leader in providing access to chemistry-related research through its multiple databases, peer-reviewed journals and scientific conferences. ACS does not conduct research, but publishes and publicizes peer-reviewed scientific studies. Through its Publications Division, the Society publishes 50+ peer-reviewed journals and eBooks. ACS journals are among the most cited, most trusted and most read within the scientific literature. The Publications Division offers high-quality service to authors and readers, including rapid time to publication, cutting-edge web and mobile delivery platforms and comprehensive open-access options. The Society's main offices are in Washington, D.C., and Columbus, Ohio.