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Avoid reader confusion with better design

This work on designing better paid content draws on expertise from the marketing and media worlds to draft a more reader-centric response.

This research yields data-informed recommendations that cover everything from what to call paid content on a site (“Sponsored”) to visual ways to prevent reader confusion about purely editorial content versus paid content. All of the recommendations aim to reduce the number of readers who feel duped by paid content: 44 percent of readers who were unable to correctly identify paid content.