Nieman Foundation at Harvard
HOME
          
LATEST STORY
With VuHaus, public music stations hope collaboration will bring in more listeners (and money) online
ABOUT                    SUBSCRIBE
June 27, 2012, 6:37 p.m.
Business Models
LINK: www.adweek.com  ➚   |   Posted by: Adrienne LaFrance   |   June 27, 2012

The advertising industry has struggled to get eyeballs on their Internet ads, and it’s a problem that affects news organizations that need ad dollars to survive. Now Talking Points Memo has rolled out new “conversation ads” that enable readers to interact directly with advertisers. The idea is to train readers to engage with ads in the ways they engage with news content. The ad that’s running on TPM now is for nuclear energy company Areva. Beneath it, there’s a window and a prompt: “Let us answer your questions.”

Adweek’s Charlie Warzel wrote about these new ads, some of which are geotargeted. Areva’s only running in Washington, D.C., but TPM deputy publisher Callie Schweitzer told me that ads for Current, Bill Maher, and Microsoft TAP have run all over.

As Warzel points out, the “conversation ad” is technically new but based on long-kicked-around ideas. And it may be a good sign that advertisers are finding ways to innovate as the news and advertising industries continue to shift online. Warzel quotes TPM publisher Josh Marshall:

“I think when it actually comes down to it, a lot of agencies and advertisers kind of pull back — not because they’re afraid, but they get comfortable in the way they’ve done it,” Marshall said.

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
With VuHaus, public music stations hope collaboration will bring in more listeners (and money) online
“NPR’s capacity is really in news and the spoken word, and it’s very active on the cultural side, but not organized around music. There was a sense we either needed to work with each other or have a hard time competing at all.”
Could email newsletters be a partial solution to magazine companies’ problems? (Toronto Life thinks so)
Following the success of Twelve Thirty Six, Toronto Life is looking more closely at email newsletters as standalone products.
Coda Story, focused on deep dives around single themes, is now tackling a “post-truth” Eurasia
The platform is focusing on two major themes — disinformation campaigns in Eurasia and the migrant crisis in Germany — and focusing on larger character-driven narratives.