Nieman Foundation at Harvard
HOME
          
LATEST STORY
The Kansas City Defender is a nonprofit news site for young Black audiences across the Midwest
ABOUT                    SUBSCRIBE
May 28, 2013, 12:37 p.m.
LINK: www.adweek.com  ➚   |   Posted by: Joshua Benton   |   May 28, 2013

Lucia Moses at Adweek:

Grant Whitmore, vp of digital, said the company had been watching the success of digital-only publishers [read: BuzzFeed, Gawker] that have been made native advertising the cornerstone of their business.

“A lot of those companies are doing really, really well right now,” he said. “So we wanted to understand what we needed to do to keep pace with our newest set of competitors.”

Addressing a common knock that native advertising is unscalable, the units can run across Hearst brands, among them Cosmopolitan, Good Housekeeping and Esquire, and the content can run outside Hearst, if the client wishes.

Note that this is just Hearst’s magazine unit, not its newspapers.

Show tags
 
Join the 60,000 who get the freshest future-of-journalism news in our daily email.
The Kansas City Defender is a nonprofit news site for young Black audiences across the Midwest
“We do advocate against the racist function of policing, [but] we focus equally on being present in the community, doing poetry nights, basketball park takeovers, and other community-building, life-affirming activities.”
Cable news has a much bigger effect on America’s polarization than social media, study finds
“Compared to online audiences, partisan TV news consumers tend not to stray too far from their narrow sets of preferred news sources.”
Doing a little word puzzle as the world burns
“I started playing word games as a way to stop reading the news first thing in the morning.”