Why media companies should pay attention to Medium’s native ads

You might have heard: Medium launches Gone, a travel vertical with Marriott International, blending the native advertising and paid sponsorship approach(Digiday)

But did you know: “Medium, which former Twitter CEO Evan Williams launched in 2012, has come out with a number of experiments around how it creates and displays content, but the most interesting is the use of sponsored, topic-specific verticals as an advertising strategy,” writes Mathew Ingram. “Like Re:Form — the design-focused vertical that is sponsored by BMW, which Medium launched in July — the new Gone portal will publish travel-related articles written by both staff writers and freelancers, and some of those will be about Marriott-related topics.”

+ Earlier: The four business models of sponsored content

+ Noted: Where will the new LA Times publisher take the newspaper and website? (LA Downtown News);TheSkimm, an email newsletter, raises $6.25 million in financing(New York Times); Wikipedia co-founder Larry Sanger creates Infobitt, a “Wikipedia for news,” to fight bias in the media (BetaBeat);NowThis Media raises another $6 million to deliver 10- to 15-second-long video news stories (TechCrunch); Time Inc. begins accepting bitcoin payments for certain subscriptions including Fortune (New York Times); IAB comes out for 70 percent ad viewability standard, says 100 percent level not achievable now(Talking New Media); Univision, Tribune Media, Fox Stations join to devise alternate local TV audience measure (Variety); The Missouri School of Journalism tops NewsPro-RTDNA’s annual top 20 ranking (RTDNA); The New York Times’ “media pod” slims down with digital media reporter Leslie Kaufman’s exit (Capital New York)