Nieman Foundation at Harvard
HOME
          
LATEST STORY
Why do people share misinformation about Covid-19? Partly because they’re distracted
ABOUT                    SUBSCRIBE
June 16, 2014, 10:19 a.m.
Business Models
LINK: news-biz.org  ➚   |   Posted by: Joshua Benton   |   June 16, 2014

Local nonprofit news outlets often reach a disproportionately influential audience, even if it’s typically smaller than the local daily’s. Those facts can make traditional display advertising difficult (without the raw numbers to support anything CPM-driven) but can make native advertising appealing.

Jake Batsell has a post up on his blog examining how a few nonprofits — Voice of San Diego, The Texas Tribune, Southern California Public Radio — are seeing an opportunity in sponsored content. (We’ve written before about the Trib’s approach.) At VOSD:

So last month, San Diego’s pioneering online news startup quietly debuted a native advertising program aimed at fellow nonprofits. The program, called Partner Voices, publishes article-length “partner promos” that are either paid for by the nonprofits themselves, or on their behalf by a corporate sponsor.

The promos, which carry a monthly fee of $1,500, are clearly labeled as sponsored content. Voice of San Diego’s editorial staff has no role in producing them.

“This was our way to approach native advertising in a fresh, new way that we felt was more in line with our mission,” [Mary Walter-Brown, Voice of San Diego’s vice president of advancement and engagement] said.

Walter-Brown said the sponsorship option gives Voice of San Diego a new way to cultivate revenue from corporate clients who want to publicize their support for civic initiatives. For example, she said, San Diego Gas & Electric is sponsoring 12 Partner Voices promos over the course of a year.

“It allows us to go to an organization or a company that might not have been a traditional advertiser before, but present them with a new opportunity to just build their brand and build their community goodwill,” she said.

Show tags Show comments / Leave a comment
 
Join the 50,000 who get the freshest future-of-journalism news in our daily email.
Why do people share misinformation about Covid-19? Partly because they’re distracted
Plus: Misinformation around Black Lives Matter protests and an analysis of the most-shared COVID-19 misinformation in Europe.
Tribune can buy more time by selling more control to Alden Global Capital
The vulture fund may be just fine with waiting a bit longer to make its next move to consolidate the local newspaper industry. Meanwhile, newsrooms wait.
A year and a half in, The Juggernaut challenges mainstream media’s coverage of South Asians
“The fastest growing demographic in America right now is Asian Americans and, more specifically, South Asian Americans. But when you look at the media coverage that we have, it’s disproportionately low.”