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How the Swiss newspaper NZZ is building products to try and cultivate new paying audiences
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April 28, 2012, 4:33 p.m.
Business Models
LINK: paidcontent.org  ➚   |   Posted by: Joshua Benton   |   April 28, 2012

The HuffPo cofounder and Buzzfeed expansionist tells paidContent you shouldn’t bother waiting for banner ads to be your digital-revenue salvation, and that socially attuned advertising is the new hotness:

So what will the online advertising industry look like when it catches up to the new paradigm? One possibility can be found in Buzzfeed’s own office where a creative team works with the site’s advertisers to help make their content as social as possible.

On the Buzzfeed site, ads are seeded in the stream of stories and are supposed to be appealing in the same ways as the site’s native content. This is consistent with Peretti’s mantra that a publisher should ensure the ad type is native to the platform (advertorials in print newspapers, for instance).

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