Nieman Foundation at Harvard
HOME
          
LATEST STORY
Newsonomics: 10 headlines we may see this fall about the future of news
ABOUT                    SUBSCRIBE
Sept. 11, 2013, 12:03 p.m.

The Local Media Association published a report recently on native advertising strategies in local news outlets. Today, NetNewsCheck wrote about some of the highlights — not the BuzzFeeds or Atlantics of the world, but the efforts being made in this direction at papers like the Chicago Sun-Times and San Francisco Chronicle. In Chicago, a community news manager and “web presence manager” co-manage the native push, which is part of a larger social and mobile expansion.

Each advertiser in the native advertising program receives, on a rotating basis, a spot on the home page carousel at the top; a tile lower on the page, a headline in the “Latest News” feed that runs throughout the site; a presence on their “Market” directory page and one to two quarter-page print ads a month at prices ranging from $300-$800 a month, depending on how many different pieces of content they want to sponsor.

In Cape May, a development director found a way to make money off of “things that were currently being given away for free.”

Late in 2011, they began selectively charging to place press releases on their website and in the newspaper. Online, paid press releases have a byline of “Sponsored Content” and typically appear in the home page’s right column, which is mostly community-related content. In print, most press releases are not labeled because they are appearing in sections commonly associated with advertising.

And in San Francisco, freelancers create SEO-optimized sponsored content for individual channels at SFGate.com:

The company charges $10,000 a month for one story a day.

In early August, the Hearst-owned media company also launched a sponsored content program. In this program, relevant content from the newspaper, website and from Hearst magazines is manually curated by four editors. At $5,000 a month, the company sold 10 packages within the first 10 days.

Yesterday, Digiday’s Josh Sternberg tried to ruffle some feathers by pointing out that The New Yorker had begun to experiment with native without anybody noticing. Perhaps that’s because the next frontier for sponsored content is not high profile media, where it seems to have already landed comfortably, but in the Naperville Suns of the world.

Writes Randy Bennett for NetNewsCheck of native advertising:

…it does present an opportunity to drive additional revenue based on newspapers’ core competencies: content creation and local sales. It presents opportunities for both large and smaller-market newspapers without huge investments and commitment of resources.

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Newsonomics: 10 headlines we may see this fall about the future of news
From pipes to platforms, overseas to over-the-top, the shifts we’ll see in the remainder of 2015 will set the stage for 2016 and beyond.
FOIA site MuckRock launches new efforts to let users track projects and contribute to reporting costs
MuckRock is also debuting project pages that will highlight groups of FOIA requests and let users follow specific stories.
Do article tags matter? Maybe not for traffic, but publishers are using them to glean insights
Analytics company Parse.ly found that sites are expanding their use of article tags to track sponsored content and control paywall access.
What to read next
2577
tweets
The New York Times built a Slack bot to help decide which stories to post to social media
The bot, named Blossom, helps predict how stories will do on social and also suggests which stories editors should promote.
1310Jo Ellen Green Kaiser: Do independent news outlets have a blind spot when it comes to ethnic media?
The head of the Media Consortium argues that, by defining themselves in opposition to mainstream media, independent progressive outlets miss out on the power of ethnic and community journalism.
1029Newsonomics: 10 numbers on The New York Times’ 1 million digital-subscriber milestone
Digital subscribers are proving to be the bedrock of the Times’ business model going forward. How much more room is there for growth — and at what price points?
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Fuego is our heat-seeking Twitter bot, tracking the links the future-of-journalism crowd is talking about most on Twitter.
Here are a few of the top links Fuego’s currently watching.   Get the full Fuego ➚
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 ➚
EveryBlock
WyoFile
Gotham Gazette
Examiner.com
Reuters
USA Today
Bayosphere
Al Jazeera
Foursquare
The Atlantic
Charlottesville Tomorrow
Press+