Nieman Foundation at Harvard
HOME
          
LATEST STORY
Newsonomics: Bryan Goldberg wants to build Bustle into the “Meredith of the digital age”
ABOUT                    SUBSCRIBE
Aug. 4, 2014, 11:39 a.m.
Business Models
LINK: www.youtube.com  ➚   |   Posted by: Joseph Lichterman   |   August 4, 2014

In June, The New York Times published what many considered the “Snow Fall” of native ads. The post, sponsored by Netflix to promote the second season of Orange is the New Black, was an in-depth examination of the need to reform women’s prisons. The story reverberated around Twitter and Facebook, and it was widely praised as potentially being the future of branded content.

But John Oliver isn’t having it.

In an 11-minute segment on his HBO show Last Week Tonight, the comedian took on the concept of native advertising. While he admitted that the Times’ Orange is the New Black piece was well done, he argued that the point of all native ads is simply to trick readers since they won’t click on traditional banner ads.

“As far as native advertising goes, that’s about as good as it gets,” Oliver said of the Orange is the New Black ad. “The reporting is real, and the sponsored branding is minimal, but it is still an ad. It’s like hearing the one Katy Perry song that you like. You think, sure this is the best possible iteration of Katy Perry, but it still feels wrong to be listening to this.”

The entire segment, which is quite funny, is below:

Show tags Show comments / Leave a comment
 
Join the 50,000 who get the freshest future-of-journalism news in our daily email.
Newsonomics: Bryan Goldberg wants to build Bustle into the “Meredith of the digital age”
“I think the hard part for something like Esquire or Harper’s Bazaar in digital — even to some extent Vogue — is that you get into the scale game. Digital demands greater scale. I just don’t know how many men are trying to figure out if corduroy is back in fashion.”
Newsonomics: The newspaper industry is thirsty for liquidity as it tries to merge its way out of trouble
Newspaper company CEOs will be the first to tell you a new round of consolidation won’t solve their problems. But it might give them another year or two of breathing room.
With corgis, chickens, and kitchen reveals, the NYT Cooking Community Facebook group is a “happy corner of the internet”
“It’s useful to us to see what people keep on their counters. Do they have their pots and pans hanging or tucked away? It’s a neat window into their lives.”