Nieman Foundation at Harvard
America’s Test Kitchen, “the Consumer Reports of cooking,” wants to grow to new platforms
ABOUT                    SUBSCRIBE
Sept. 25, 2013, 9:52 a.m.
LINK:  ➚   |   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’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

“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.
America’s Test Kitchen, “the Consumer Reports of cooking,” wants to grow to new platforms
“We’d like to move to other platforms, particularly as we see the changes in how people consume television.”
A program from Poynter and ONA is helping foster a community of female leaders in digital media
The Women’s Leadership Academy provides camaraderie and concrete advice beyond a bundle of platitudes.
Come talk ad blockers with Nieman Lab and a set of experts in New York
We’re having our first event in New York City with industry leaders: Wednesday, December 2 at 6 p.m.
What to read next
How one blog helped spark The New York Times’ digital evolution
“I certainly had editors tell me that I shouldn’t be wasting my time on Bird Week. But that was the best part of City Room…We were like unsupervised children.”
572News outlets left and right (and up, down, and center) are embracing virtual reality technology
Among those experimenting is The Wall Street Journal, which plans to open source its 360-degree mobile video and VR technology and hopes to turn VR into more of a mainstay of its storytelling.
502Podcasting in 2015 feels a lot like blogging circa 2004: exciting, evolving, and trouble for incumbents
The same trends we saw a decade ago — professionalization on one hand, platformization on the other — sure seem to be playing out again.
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 ➚
San Francisco Chronicle
Hechinger Report
The Fiscal Times
Sacramento Press
Al Jazeera
Current TV
Sports Illustrated
Ars Technica
Gawker Media
The Daily Beast