More Publishers Let Their Editorial Team Produce Native Advertising

New research shows that 47% of news media publishers provide native advertising solutions through their editorial team.

More publishers let their editorial team produce native advertising, says new report from Native Advertising Institute and INMA.

47% of publishers will let advertisers use their editorial staffs to produce native advertising, up from 42% last year.

Jesper Laursen, Founder and CEO of the Native Advertising Institute states in the report that this development opens up to many interesting discussions about the division of church and state. But he also underlines:

“It also shows that publishers are pulling production of the creative solutions closer. And that they are betting harder on these services.”

A natural development?

To Ana Plisic, editorial director at Croatian publisher Hanza Media’s Native Ad Studio, it’s only natural that the editorial team should take part in the production:

“Content is king, and who is king in creating content? The editorial team. I believe that only someone with a strong editorial experience can do native,” she said last year. 

Pete Wootton, MD of Digital at Dennis Publishing, agrees with her. He believes that native advertising needs to be as good as your editorial content and therefore, the editorial team should be involved in the production of native advertising.

“You get [native advertising] right by making sure that your normal editorial team works on the content. It’s quite controversial and I know there’s this idea of Church and State for a lot of publishers where they try and keep the commercial editorial team and the normal editorial team separate.

But the way to produce the best possible quality content — particularly in the vertical markets we work in — is to get the people who normally write this stuff to do it for the commercial teams as well,” he said last year. 

See more findings from the news media industry in the report, which you can DOWNLOAD right here: 

 

inma_dec2017

2 Responses

  1. Howard Rauch

    Hello — my name is Howard Rauch; I am a member of the American Society of Business Publication Editors ethics committee . . . and recently concluded two terms as committee chairman. In that capacity, I have followed with interest native advertising developments . . . as integrity concerns have been raised in the past regarding this ad format.

    My understanding from a previous conversation with NAI that in Europe, “native advertising” refers to all forms of sponsored content. You do not make distinctions, say, between native advertising and content marketing programs. Do I have that right? If not . . . please advise. Thanks.

  2. Hi Howard,

    Thanks for reaching out.

    We do make distinction between the two. The two biggest differences are that:
    1. Content marketing has owned media at its core – like blogs, newsletters etc. When a brand engaged in native advertising the content is distributed on someone else’s platform (like NYT, Facebook or a blogger) and thus it has paid media at it’s core.
    2. The content in native advertising needs to look and feel like the content on the platform on which it is distributed. This means that the same brand will potentially communicate in a different tone of voice on different platforms. In content marketing the brand will ideally communicate consistently and on brand, though they might sometimes create a content brand that differs somewhat from the business brand.

    Having said all that, we are seeing native advertising becoming an increasingly important part for many brands trying to build their owned audiences (content marketing) and they then apply a ‘rent-to-own-strategy’ as a means to drive traffic from say Facebook or NYT on to platforms they control themselves.

    It can, sometimes, seem like an ‘inside-baseball’ discussion but we find it important and relevant and are glad you’re raising the question. The differentiation between native advertising and content marketing is by the way aligned with the point of view of the Content Marketing Institute and their founder, Joe Pulizzi, that I’ve had the chance to exchange thoughts with on many occasion.

    Best

    Jesper Laursen
    Founder
    Native Advertising Institute

Leave a Reply

[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']