HOME
          
LATEST STORY
Ken Doctor: The New York Times’ financials show the transition to digital accelerating
ABOUT                    SUBSCRIBE
Jan. 8, 2013, 9:49 a.m.
ap-samsung-sponsored-tweet

The AP is selling ads in its tweets, but Twitter doesn’t mind

Celebrities have been selling tweets to advertisers for years now. Now the Associated Press is giving it a try.

The Associated Press is selling ad space in its 1.5 million-follower main Twitter feed. The wire service is sending out two sponsored tweets per day for the duration of this week’s International Consumer Electronics Show in Las Vegas. And Twitter was quick to respond, both negatively:

and positively:

AP’s first sponsored tweet (or “SPONSORED TWEET,” for emphasis) went out Monday afternoon with a link to Samsung’s livestream of the conference:

If there was opposition to the move, it didn’t lead to any mass exodus of Twitter followers; AP media relations manager Erin Madigan White said the @AP account saw a pretty typical daily increase of a couple hundred followers today. The wire says the deal is part of an advertising expansion that will focus on mobile and social media and that it has built internal guidelines to make sure its advertising and editorial roles don’t overlap.

The AP is not the first news service to attempt to turn their Twitter feed into a revenue stream — one plenty of celebrities have also tapped, with various Kardashians getting thousands per tweet. Slate sold sponsored tweets to Samsung back in 2011, as BuzzFeed recalled, and a number of local papers, including the Hartford Courant and the Times Picayune have also given it a go.

Back in 2010, Twitter banned the third-party insertion of ads into third-party Twitter apps. But Twitter’s policy says sponsored tweets like AP’s are okay as long as they are “manually posted or approved” — that is, not automated.

But those rules could change, as Twitter’s have a number of times before. Twitter offers its own Promoted Tweets and other advertising products; Samsung advertises through those, too. Some, like BuzzFeed’s John Hermann, said they wouldn’t “be surprised to see Twitter crack down” on feed-by-feed ad deals.

But a Twitter spokesperson said “as long as it’s not spammy, it’s permitted,” and that moves like AP’s don’t threaten Twitter’s ad services offer, like more detailed information about targeting or clicks. And there’s “only so much inventory that AP has” — and Twitter has a firehose.

POSTED     Jan. 8, 2013, 9:49 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Ken Doctor: The New York Times’ financials show the transition to digital accelerating
The numbers may look flat, but they contain a continuing set of ups and downs. Up next: executing on a year’s worth of launches.
Before the “teaching hospital model” of journalism education: 5 questions to ask
It’ll take a new generation of academic leadership — willing to incur the wrath of faculty, the greater university, alumni, industry, and analysts — to break through the old ways we train journalists.
Controlled chaos: As journalism and documentary film converge in digital, what lessons can they share?
Old and new media types from journalism, documentary, and technology backgrounds gathered at MIT to share practices and discuss mutual concerns.
What to read next
1020
tweets
The newsonomics of the millennial moment
The new wave of news startups is aiming at a younger audience. But do legacy media companies have a chance at earning their attention?
803A mixed bag on apps: What The New York Times learned with NYT Opinion and NYT Now
The two apps were part of the paper’s plan to increase digital subscribers through smaller, targeted offerings. Now, with staff cutbacks on the way, one app is being shuttered and the other is being adjusted.
413The new Vox daily email, explained
The company’s newsletter, Vox Sentences, enters an increasingly crowded inbox. Can concise writing and smart aggregation on the day’s news help expand their audience?
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Mashable
Talking Points Memo
Associated Press
Corporation for Public Broadcasting
The New York Times
The Philadelphia Inquirer & Daily News
InvestigateWest
DNAinfo
Chi-Town Daily News
Tumblr
The Daily Show
Daily Kos