Native Advertising - will the newspaper industry adapt or die? For DIG Festival
Rebecca Caroe's talk to the Australian tech conference DIG (Design, Interactive and Green-Tech) Oct 2013. Summary of what native advertising is, how it's affecting brand marketers and newspapers. Who's making it work successfully and challenges for early adopters.
Published on: Mar 3, 2016
Transcripts - Native Advertising - will the newspaper industry adapt or die? For DIG Festival
Will the Newspaper Industry Adapt or Die?
Native advertising is a web
advertising method in which the
advertiser attempts to gain attention
by providing content in the context of
the user's experience
Trends to latch onto
Linked In Labeling
Church versus State
Will the newspaper industry adapt or
“The media industry is bifurcated into two
distinct worlds: the struggling traditional
segment that longs for a simpler, more
profitable past that will never return; and
the vibrant, entrepreneurial segment that
is reinventing the industry before our eyes.
The simple act of choosing to live on the
new, wide-open frontier is a powerful step
How Justin Smith fixed the Atlantic http://paidcontent.org/2013/08/02/how-justin-
Netflix versus newspapers http://charman-anderson.com/2013/08/23/newspapers-
Native advertising is the opposite of porn
Yahoo’s native advertising
A primer on Native Advertising
Edelman Report – Sponsored content an ethical framework
The Atlantic apologises over Scientology mis-
Mashable Native advertising is the opposite of porn
Digiday How top publishers handle sponsored content
Justin Smith’s welcome email to staff at Bloomberg Media
Creative Agency Secrets blog posts on Native Advertising
Newspapers for sale
Orange County Register – new owner Aaron Kusher
In 2012 he tried to buy the Boston Globe
“The real question, he adds, is, "How do we grow our way to prosperity?" The
answer: Give Orange County more.
While it's early in the game, Kushner says there are signs the strategy is paying off.
"We're starting to see as we give the community more, they are engaging more
with us and spending more money with us," he says. Both circulation and ad
revenue are up”:
Charging for digital content, long considered anathema, has given many news
outlets an important new revenue stream. Legendary investor Warren Buffett, who
as recently as 2009 said he wouldn't buy newspapers "at any price," has started
scooping them up. Last week, he added the Greensboro News & Record in North
Carolina to his stable.
How to show what type of content you are producing
The Atlantic Labeling for Scientology article , Kimberly Lau (VP & Digital Manager
“Lau corrected her, saying, "No, if it's done well, they don't care."
David Miscavige Leads Scientology to Milestone Year" on its site in January.
Commissioned by the Church of Scientology, the article was labeled as advertising
Huffpo has a tag http://www.huffingtonpost.com/news/sponsored-content/
HuffPost Partner Studio is a team of talented writers, editors, designers and
strategists dedicated to helping our partners create quality branded content on The
The staff at HuffPost Partner Studio work directly with brands to ensure that
custom content reflects the brands’ goals while also maintaining the standards and
voice that HuffPost readers know and love.
Through a guided process that relies heavily on analytics and experience, HuffPost
Partner Studio helps brands to craft shareable content that resonates with HuffPost
readers, increases brand visibility and drives the social conversation.