Newsrooms are a new occurrence in the agency world as brands are becoming full-fledged publishers, adding original content to their own properties opposed to pushing out the same asset across a network. For brands with a PR focus or engaging lifestyle content, the newsroom or branded site makes a lot of sense. Mastercard is a perfect example, as they manage two web properties where they push out 5-6 articles a day in addition to curating on-brand content throughout the web. All these efforts are aimed at shifting consumer perception away from MasterCard as a credit card company to view them as a technology partner. So far, they have had 135,000 people engage with their posts, generating 500,000 conversations and shares.