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Basic principles of native advertising

Time Inc.’s director of creative strategy shares her approach to successful paid content.

Based on an interview with Melanie Deziel, director of creative strategy at Time Inc., this piece describes paid content and her approach to creating successful, audience-centric pieces that fit the content, context, tone, format, and disclosure that readers expect.

For native advertising to be effective, marketers need to be able to give journalists the editorial freedom they need to truly explore and report on their topic. Brands that expect to have complete control over how their ads look and feel may find it hard to let go. Their reward is deep branding, thanks to storytelling that penetrates to the core of the user’s psyche.