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Sponsored content / Native advertising (Page 6)

We encourage you to read our in-depth white paper: “Understanding the rise of sponsored content,” which distills insights from an API summit that gathered some of the best leaders on this subject.

Making local sponsored content: 10 good questions with Local News Now

Read any recent headlines on native advertising or sponsored content and you’ll likely see reference to national and other large publishers experimenting with the content form. BuzzFeed is perhaps the most associated with native ads, with New York Times, Washington Post and even platforms like Medium also innovating with storytelling from advertisers. The major push […]

Who owns the rights to branded content: publishers or brands?

Brands have become more used to the idea of native advertising, but practices and opinions differ on who should have ownership of the content. The Huffington Post typically takes the position that it owns the content; Wall Street Journal does not. “Sponsored content may be the answer to some of publishers’ financial woes, but it’s […]

GE on being a publisher: ‘We think of ourselves as a diversified media company’

The digital age allows the organizations formerly known only as advertisers to advertise to reach customers directly. GE has has heavily invested in making its own content to reach consumers, but it is also “enthusiastically” pursuing relationships with Vox, Quartz, and The Economist. “Ultimately audiences have more choice but they are behaving across all these […]

Google, tricky ads, frustrated reporters: The AEJMC research

All this week in Montreal, faculty and students from around the world are presenting studies and research on an immense variety of mass communications topics.  About 2,000 people are attending the Association for Education in Journalism and Mass Communication conference this year, with hundreds of presentations and work sessions taking place. You can read summaries of many of the […]

Medium becomes even more of a publisher as it experiments with sponsored content

Medium has launched a sponsored magazine called Re:form, a collection of posts about design edited by Sarah Rich, a former senior editor at Dwell magazine. The collection is sponsored by BMW and will include native advertising that will be created by Medium staff, with help from the company’s advertising agencies. AdAge has more details about the sponsorship. […]

How publishers and brands can get sponsored content right

“The potential success of sponsored content is directly linked to how consumers already feel about the brand advertiser and the publisher hosting the content,” writes Steve Rubel on the big takeaway from a comprehensive Interactive Advertising Bureau (IAB) and Edelman Berland study on how U.S. online news users feel about sponsored content and, importantly, what […]

Sponsored content is the holy grail of digital publishing. But does it work?

Contently’s new survey claims readers have a trust problem with sponsored content: two-thirds of the survey’s respondents said they felt deceived when they realized an article or video was sponsored by a brand, as one example. Erin Griffith reviews the ongoing debate and issues a warning, “There is hope for the native ad yet. But publishers should […]

This “Orange is the New Black” native ad is winning over skeptics

This native ad that The New York Times created for Netflix’s Orange is the New Black is getting praise from, of all people, journalists. It’s one of the first to come from the Times’ newly formed Brand Studio unit, which was built to create native ads for advertisers. The Times ad will raise the bar for native […]

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