A year after its launch, readers spent an average of 9 minutes on content from News UK’s branded content studio

News U.K.’s branded content studio Method has a big bragging point a year after its launch: Readers spent an average of 9 minutes on its content, the same amount of time they spend on News U.K.’s editorial content. After spending the first six months defining and explaining where the line with editorial was, Method has focused the last six months on creating long-term partnerships with clients and creating content that’s more than a standard ad, which creative content director Tiffanie Dark says has led to the higher engagement.