Native Advertising

How to Solve Native Advertising's 33% Renewal Rate Problem
November 21, 2017 at 9:00 am

Native advertising -- also known as custom or sponsored content -- has exploded in the media business, and native campaigns are expected to quadruple in number from 2013 to 2018. Where banner ads are easily ignored or blocked, native advertising engages readers and is more effective at driving them towards a desired action. But there…

How Hearst Pivoted to Native & Programmatic Advertising
November 8, 2017 at 10:49 am

In the past three years, Hearst Magazines has dramatically transformed its online advertising strategy, says Heather Keltz, VP of ad operations and ad product. “Three years ago programmatic ads and native were a small percentage of our advertising revenue, and now they’re a majority of what we’re making for ad revenue overall.” The shift to…

At Hearst, Programmatic & Native Ads Earn Majority of Ad Revenue
November 8, 2017 at 10:36 am

In the past three years, Hearst Magazines' online ad revenue has shifted dramatically from traditional, direct-sold display ads to native advertising and programmatic, says Heather Keltz, VP of ad operations and ad product. Native ads and programmatic once represented a small slice of Hearst's overall magazine revenue; now they drive the majority of ad revenue.…

Washington Post's Important Insights on Selling Native Advertising
October 9, 2017 at 1:53 pm

Annie Granatstein, head of WP BrandStudio at the Washington Post, knows how to run a native ad team and how to turn a profit. Here, she pours out some of her important knowledge on selling native advertising. In your experience, what are the biggest challenges for publishers when selling native advertising? Clients don’t always understand…

Press Release: HousingWire launches HW Content Solutions, Naming Sarah Wheeler Managing Editor
September 19, 2017 at 1:58 pm

DALLAS, TX (September 19, 2017) — HousingWire just announced the formation of HW Content Solutions. Led by Managing Editor, Sarah Wheeler, HW Content Solutions will be focused on brand journalism solutions that allow brands to reach HousingWire’s desirable audience of mortgage and real estate finance decision makers. Sarah Wheeler, Managing Editor,…

8 Trends & Takeaways From the FUSE Media Summit Keynote
September 14, 2017 at 9:54 am

At the inaugural FUSE Media technology summit in September 2016, publishing executives and tech providers came together to discuss ways in which technology was helping to resuscitate a publishing industry in flux. Attendees were treated to a prescient forecasting of media trends from FUSE Media conference chair Jeffrey Litvack, who at the time was interim…

LinkedIn Is Going to Start Serving Native Ads to Outlook Users’ Inboxes
September 12, 2017 at 2:36 pm

One year into Microsoft’s $26.2 billion acquisition of LinkedIn, the professional social networking site is starting to serve ads targeted at the inboxes of Microsoft Outlook users. The move is part of LinkedIn’s new native ad network LinkedIn Audience Network that will place advertisers’ sponsored posts into ad inventory found in third-party publishers and apps. LinkedIn…

Hearst’s Adam Harris on Using Data to Connect Content, People & Products
August 10, 2017 at 10:01 am

Adam Harris joined Hearst Magazines Digital Media as VP of data products in May with a goal to learn more about Hearst readers and connect them with the right advertising. While Hearst has used data insights to understand its content and what resonates with readers, which Hearst VP of data Rick McFarland detailed in a…

Takeaways from the Yale Publishing Course: Publishers Embrace the "Flight to Quality"
August 4, 2017 at 2:49 pm

I had the pleasure of attending the first two days of the Yale Publishing Course for magazine professionals last week. The course, hosted for the first time at the Yale School of Management, arms attendees with insights and strategies that will help them manage change and lead effective teams. Several media executives returned to speak…