Native advertising is here to stay. It has become a crucial part of many publishers’ business models. Native ads can best be described as sponsored articles or videos that resemble traditional editorial work but indeed are paid for content. However, some fear audiences could be misled into thinking they were actually consuming independent journalism, not realising that somebody has a vested business interest in what they’re consuming.
In a time and age when sound business models for financing online publishing are scarce, native ads are a shimmer of hope - and already account for a big chunk of digital ad revenue. US technology company Contently, in conjunction with the Tow-Knight Center for Entrepreneurial Journalism and Radius Global Market Research, asked audiences what they thought could help foster trust and make native advertising acceptable.
Read more about Contently's study.
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2017 could be the year of resurgence for magazines
As new measurements are introduced and publishers develop innovative ways to create deeper connections with readers, magazines have a bright future. Reproduced here with thanks to Campaign, this article was authored by Sarah Hennessy, managing director at MEC.
17th Jan 2017
Audience engagement trends in 2017
As social channels continue their meteoric surge, publishers face the balancing act of growing their branded sites while using their content to engage audiences on platforms that aren’t theirs.
17th Jan 2017
Wolfgang Blau named president of Condé Nast International
Wolfgang Blau, who currently heads Condé Nast International's digital operations, will become President of the company on August 1 in a move aimed at bringing digital authority to the heart of the organisation's leadership, it was announced today by Jonathan Newhouse, chairman and chief executive of the company.
16th Jan 2017
Here’s more on how Facebook wants to better collaborate with you
In the past week, Facebook upped its efforts to work collaboratively with media partners on areas ranging from storytelling to content monetisation with the launch of its Facebook Journalism Project. We asked Fidji Simo, director of product at Facebook, to tell us more.
19th Jan 2017
Hearst and The New York Times: emphasis on subscription business
Uncertain advertising environments drive an emphasis on subscription-based models to the fore, the reading of two recent stories – one on Hearst’s acquisition strategy for 2017 and the other The New York Times’ 2020 Group report – side by side again shows.
18th Jan 2017