How Quartz Approaches Online Advertising With ‘Less Is More’
As Quartz’s fifth anniversary approaches, they’ve approached online advertising strategy in a different manner than the majority of their contemporaries. Instead of covering their site pages with flashing, annoying ads, something reminiscent of a pinball machine, Quartz as a web property is deliciously appropriate.
When Quartz was launched in 2012, it was a chance to do something completely different regarding online ads. “We didn’t have to dismantle ad units - which in my mind had sprung up like weeds across the internet - banner ads, pop ups, hyperlinks. It was apparent by then that these ad units were not effective because they either annoy or were easily ignored by readers,” Lauf said. “When we were getting ready to launch in 2012, I thought, why replicate that?”