Nieman Foundation at Harvard
HOME
          
LATEST STORY
From coal to broadband to Trump’s budget, The Daily Yonder reports on rural life for the people actually living it
ABOUT                    SUBSCRIBE
June 17, 2016, 2 p.m.
Mobile & Apps
LINK: media.fb.com  ➚   |   Posted by: Laura Hazard Owen   |   June 17, 2016

Sponsored content has come to Facebook Instant Articles: This week, The Washington Post and The Atlantic both launched branded campaigns there. Facebook had announced support for sponsored content in Instant Articles back in April, and on Friday the company announced additional editing options so publishers can “visually distinguish branded content from editorial content.”

image (1)The Washington Post already puts all of its editorial content on Instant Articles; The Atlantic runs most of its content there.

“We know that our audience is engaging really deeply with our native content on our site,” said Hayley Romer, The Atlantic’s SVP and publisher. “We’ve been pushing Facebook” to add the feature. The Atlantic expects native campaigns to drive 70 percent of its ad revenue this year, up from 60 percent in 2015.

Branded content is rapidly becoming a major contributor of revenue for U.S. news outlets, and American audiences are accepting it. Here’s a chart from the latest Reuters Institute’s Digital News Report, published this past week:

reuters institute sponsored content

In the same report, New York Times CEO Mark Thompson wrote that the Times’ branded content division, T Brand Studio, now includes 70 staffers and will “deliver more than $50 million in revenue this year,” up from an estimated $35 million in 2014. From Thompson:

Display still has a place, but we believe that the digital advertising of the future will be dominated by stories conceived by advertisers, clearly labelled so they can be distinguished from newsroom journalism, but consumed alongside that journalism on their own merits.

Show tags Show comments / Leave a comment
 
Join the 35,000 who get the freshest future-of-journalism news in our daily email.
From coal to broadband to Trump’s budget, The Daily Yonder reports on rural life for the people actually living it
“Rural is like good art — you know it when you see it.”
Want a calmer place to discover and discuss The Washington Post’s reporting? Try this Facebook group
“There’s a reason the group’s called PostThis — we want people to take stories we share there and actually post them to their own networks.”
Word up! This is the story behind The New York Times’ most famous tweet (which is 10 years old today)
“Once a month or so, that damn tweet would resurface.”