Insight - Marketing and Research Newsletter

Fall 2014

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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T Volume 8, Issue 1 Fall 2014 Grow Your Advertising Business this Fall PAGE 8 Successful Selling with Spec Ads PAGE 3 Social Networking Tips to Boost Your Digital Acumen PAGE 5 continued on Page 2 By Jane Hungarter, PNA/MANSI Media There is a lot of buzz in the news media industry about native advertising. Also known as content marketing, sponsored content or advertorials, native advertising allows marketers to run content they, or your staff members, have generated on the same page as a news story, either in print or online. Although it is labeled as an advertisement, the look and feel of the information is more similar to editorial content. We recently asked our members to share their thoughts and strategies, through an online survey, about how they are approaching native advertising within their news media organizations. Below you will find a summary of the results. Does your newspaper offer native advertising? 33% - do not offer native advertising 29% - offer native advertising in print and online 14% - don't currently offer native advertising, but plan to 14% - offer native advertising in print only 10% - offer native advertising online only Native Advertising P N A S U RV EY R E S U LTS Native Advertising 101 now available As a member benefit for PNA members who are interested in learning more about, or launching, a native advertising initiative, we have prepared a white paper titled, Incorporating Native Advertising into News Products. This easy-to-read document includes a description of native advertising, as well as a list of considerations and next steps that will help to increase the effectiveness of your program. Click here to download.

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