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Sponsored content / Native advertising (Page 8)

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BBC.com explains its foray into native advertising

Offbeat for the UK publisher that’s known for its aversion to advertising, BBC Worldwide, the corporation’s international, revenue-making arm, is embracing the “native advertising” trend. BBCWW’s strategy and sales VP Tom Bowman tells Beet, “It’s not really a question of whether you should do it or not. It’s rather more a question of how you […]

Native advertising has a long history and it didn’t begin with BuzzFeed

“The difference today is not the introduction of native ads—which happened long ago—but the reality that publishing is no longer only in the hands of the influential few who control printing presses,” writes Adrienne LaFrance. “News organizations that want to survive are going to be open to all kinds of funding ideas, including old-school strategies […]

Are publishers doing native ads on the cheap by not hiring journalists and skimping fees?

While publishers seem to be making money on native advertising, journalists may not be benefiting as much. “While some are paying standard freelance rates or more to those who create native ads, some bad apples are skimping on fees or avoiding hiring journalists altogether,” writes Lucia Moses. “Apart from freelancers losing out, a greater downside […]

Native advertising is the new paywall in media economics — but is it here to stay?

You might have heard: The New York Times is unveiling its native ad platform and Dell is its charter advertiser (Adweek) But did you know: “Many digital publishers have placed it at the heart of their business strategy, but there are concerns over transparency,” writes Emily Bell. “Two question marks hang over native advertising, which will become more […]

With the new look, The New York Times is rethinking its digital ad strategy

You might have heard: The New York Times is unveiling a website redesign on Wednesday (New York Times) But did you know: When The New York Times reveals its first redesign in five years, it will also “embrace the current trend toward weaving ads more closely with editorial content,” writes Brian Morrissey. The bigger long-term […]

Can The New York Times shift the native advertising labeling debate?

Following NYT publisher Arthur Sulzberger Jr.’s letter to the newsroom that said there would be very clear labeling of native ads and “strict separation between the newsroom and the job of creating content” for them. Brian Morrissey writes that the paper’s “digital embrace of native advertising is a big step toward legitimizing this modernized version of the advertorial.”

Time Inc. should create its own advertising agency

Michael Wolff argues that an in-house ad agency could survive as the company gets ready to spin out of Time Warner. “This wouldn’t just be editors reporting to publishers, as Time recently announced it will blur the historic divide between the two … it’s building a business that can make great ads on paper — […]

In 2014 the big trend in newspapers will be the continued move away from print advertising as their main source of revenue

“This year, newspapers turned to readers to help offset their deep advertising losses,” writes Bill Cromwell. But “the days of selling ‘space’ are ending, and the toolbox of the smartest publishers has grown dramatically,” Ken Doctor tells Cromwell. Rather, newspapers will experiment with customized paywalls, integrated marketing, native advertising and website building.

Native ad workshop leaves FTC perplexed; next enforcement steps unclear

You might have heard: “Native advertising is going to fuel the growth of digital media” says new report from The Interactive Advertising Bureau (New York Post, IAB) But did you know: “A day-long examination of native advertising left regulators with no clear direction about how to police what has become digital media’s hottest ad format,” […]

The FTC will put native advertising under the microscope

You might have heard: The Federal Trade Commission will host a workshop Wednesday to examine the practice of sponsored content (Benton Foundation) But did you know: Rick Edmonds previews and teases out some of the issues that may arise in Wednesday’s workshop. The workshop will be more of an arena for different views rather than a consensus maker, […]

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