Landmines and goldmines in native advertising
The pros, cons, and data behind common objections to sponsored content.
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Native advertising
Subscribe to Updates Traditional ad products — particularly CPM-based digital display advertising — are increasingly less effective, with declining rates and engagement, giving rise to native advertising — also known as sponsored content, paid posts, and many other names — with its own sets of business opportunities and ethical considerations. In an audience-centric news enterprise, these revenue drivers require careful handling to provide value for advertisers while preserving credibility.Big Picture A primer on native advertising
Native advertising can be a tremendously effective revenue driver and service to audiences. If executed poorly, however, it can quickly erode reader trust.
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Plan Strategic considerations around native advertising
A guide to native advertising
This combination of case studies, context, and tactics is a useful first reference for teams beginning to explore paid content or those fine-tuning their approach.
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Basic principles of native advertising
Time Inc.’s director of creative strategy shares her approach to successful paid content.
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Paid content terms and definitions
Q&A that defines key terms and answers common questions about paid content.
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Do Tactics to improve native advertising
How a 1-pound bag of coffee helped the Keene Sentinel reduce its digital subscriber churn
Here’s an idea to steal and adapt: Develop a program that bundles locally produced goods from local businesses with subscription offers. For example, you can work with a local coffee roaster, purchasing 1-pound bags of coffee, at half-price, to combine with an online-only subscription or weekend print delivery and full online access.
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Mexico-based Pictoline’s graphic explainers thrive on social media (and advertisers love them too)
A fascinating example of a site that operates essentially like a creative agency — and drives the majority of its revenue through paid content.
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How sponsored content drives 60 percent of the Atlantic’s ad revenue
A quick look at how the Atlantic’s reader-first approach is rewarded by advertisers.
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Case studies from the most successful native advertising publishers
Tips from industry leaders on paid content production, revenue, and perspectives on the future of native advertising.
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Native advertising tips from BuzzFeed
BuzzFeed’s paid content revenue stream is among the largest in the world. Here, its leadership defines the how they attempt to infuse the organization’s tone into multi-channel sponsored content that doesn’t trick readers.
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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.
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The Quartz model for paid content
Quartz’s take on sponsored content commands impressive revenue due to the team’s focus on quality and mobile optimization.
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How to ensure ethically sound native advertising
The Tow Knight Center has curated a guide on how to structure teams to produce paid content.
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An example of a code of ethics for native advertising
The Texas Tribune’s Code of Ethics includes a section on how paid content is handled and what readers can expect.
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