Nieman Foundation at Harvard
HOME
          
LATEST STORY
The New York Times is trying to make VR films that aren’t one-offs, and that keep readers coming back
ABOUT                    SUBSCRIBE
Sept. 25, 2013, 9:52 a.m.
LINK: www.dallasnews.com  ➚   |   Posted by: Joshua Benton   |   September 25, 2013

That’s according to a press release from the newspaper (where, full disclosure, I worked for eight years). The content itself will be developed by Speakeasy, the year-old “social content marketing company” that is a joint venture between the Morning News and a local ad agency.

Some of these stories have already appeared as a beta, like “5 DFW attractions to add to your end-of-summer bucket list” or “5 ways to create perfect pumpkins without carving,” both brought to you by a North Dallas candle shop. (You can see the placement of the “Extra!” sponsored content on DallasNews.com’s entertainment section front.) Press release below.

The Dallas Morning News Becomes Largest Newspaper in Texas to Establish Native Advertising for Consumers

(DALLAS) –The Dallas Morning News has officially extended native advertising for its consumers and clients. Following other major market U.S. newspapers in developing new revenue generating avenues, the Morning News becomes the largest paper in Texas to make this move.

“Our approach is straightforward and low-risk by serving up original, high-quality content in a contextually relevant environment sponsored by an advertising partner,” said Lindsay Jacaman, general manager of digital marketing for The Dallas Morning News and chief revenue officer for the Morning News’ partner in content and digital marketing, Speakeasy.

Speakeasy, a joint venture between The Dallas Morning News and Slingshot LLC, is a social content marketing company that conceives, develops and executes turnkey social campaigns and promotions for both local and national brands. Speakeasy is responsible for developing the native advertising content for its clients that will run across the Morning News digital platforms.

Native advertising helps advertisers reach targeted customers by providing attention grabbing Web content. The content is paid for by the advertiser and designed to complement editorial content found in GuideLive through superlative copy and high-impact images. The Morning News has already experienced a successful beta launch with this new product, entitled Extra!, by exceeding industry standards for click through traffic numbers. Now, Morning News executives believe they are extending possibilities for new and existing advertisers by allowing them to benefit from engaging with its consumer base by providing relevant and compelling content.

“Native advertising was a new concept to us, but after speaking with Lindsay’s team, I had high hopes for the program, given their approach,” said Kathleen Beathard, vice president of public relations and marketing for Methodist Health System. “The Dallas Morning News surpassed our expectations in terms of both the number of impressions delivered as well as our click through traffic. The Speakeasy team was able to position the Methodist Health System brand with smart and insightful articles on making healthy choices, which helps to foster the connection between Methodist Health System and healthy living.”

The process of finding the right content to match with the proper sponsor will be managed by Speakeasy executives, followed by a sign off from the Morning News editorial staff. Each campaign will last seven days, and will be integrated with social media and share features found on DallasNews.com.

“As our industry continues to evolve, we are evolving with it to benefit both our consumers and sponsors. By creating an opportunity for virality through content and digital advertising, I believe we will continue to enhance our products and establish additional leadership in the publishing industry,” said Jacaman.

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
The New York Times is trying to make VR films that aren’t one-offs, and that keep readers coming back
With its new Pluto-focused project, upcoming episodic series, and experiments with “meditative VR,” The Times is experimenting with different applications for the new technology.
Newsonomics: Can a Bezos buddy act help fend off Gannett’s bid for Tribune?
Tribune Publishing’s Michael Ferro says he wants to bring The Washington Post’s Arc CMS to its newspapers. Is that a grasp at credibility or a model for other news companies to outsource their tech stacks?
Die Welt’s analytics system de-emphasizes clicks and demystifies what it considers a “quality” story
Every story’s performance reduced to a single score: a reductionist take on journalism or a way to make a news organization’s values concrete?
What to read next
0
tweets
From Nieman Reports: Why your news site should be more readable for the visually impaired
Over eight million Americans have trouble with their vision. Here’s how newsrooms can (and should) design with them in mind.
0A new podcast from Mic and The Economist aims for a global perspective on the 2016 election
“Part of the appeal here is that this an unexpected combination. But I think we’d argue that we’re not that different,” said Economist deputy editor Tom Standage.
0The New Yorker Today is the magazine’s new iPhone app for its online articles (plus cartoons)
The app will be free for a time while The New Yorker figures out how many articles readers can access before hitting the paywall.
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 ➚
The Chronicle of Higher Education
Neighborlogs
New Jersey Newsroom
FiveThirtyEight
Drudge Report
The Nation
Tampa Bay Times
The Bay Citizen
Charlottesville Tomorrow
Houston Chronicle
Iowa Center for Public Affairs Journalism
Creative Commons