Native AdvertisingWill 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

Paid Owned Earned

Trends to latch onto

Labeling

HuffPo labeling

BuzzFeed labeling

Mashable labeling

Linked In Labeling

McDonalds Amplification

Success measures

Church versus State

Native advertisingWill the newspaper industry

adapt or die?

Embrace change.“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 toward success.”

@rebeccacaroerebecca@creativeagencysecrets.comhttp://www.slideshare.net/rcaroe/

Sources

How Justin Smith fixed the Atlantic http://paidcontent.org/2013/08/02/how-justin-smith-remakes-media-companies-and-why-the-atlantic-will-be-fine-without-him/ Netflix versus newspapers http://charman-anderson.com/2013/08/23/newspapers-versus-netflix-adventures-in-the-attention-economy/Native advertising is the opposite of pornhttp://mashable.com/2013/09/25/native-advertising-porn/Yahoo’s native advertisinghttp://www.thedrum.com/news/2013/07/19/native-advertising-will-bridge-search-and-display-never-says-yahoo-head-search#DhtBr1FkoXuH3B5M.99A primer on Native Advertisinghttp://www.businessinsider.com.au/a-primer-on-native-ads-2013-9 Edelman Report – Sponsored content an ethical frameworkhttp://www.edelman.com/p/6-a-m/sponsored-content-an-ethical-framework/

Sources…2

The Atlantic apologises over Scientology mis-labelinghttp://mediadecoder.blogs.nytimes.com/2013/01/15/the-atlantic-apologizes-for-scientology-ad/?_r=0 Mashable Native advertising is the opposite of porn http://mashable.com/2013/09/25/native-advertising-porn/Digiday How top publishers handle sponsored content http://digiday.com/publishers/how-top-publishers-handle-sponsored-content/Justin Smith’s welcome email to staff at Bloomberg Mediahttp://digiday.com/publishers/bloomberg-justin-smith-modern-media/ Creative Agency Secrets blog posts on Native Advertisinghttp://creativeagencysecrets.com/category/native-advertising/

Newspapers for sale

Jeff Bezos…Orange County Register – new owner Aaron KusherIn 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”:http://webcache.googleusercontent.com/search?q=cache:http://www.usatoday.com/story/money/business/2013/02/11/orange-county-register-hiring/1897035/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.

Labeling

How to show what type of content you are producingThe 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 Huffington Post.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.