Video: Value & Credibility at the Core of The Economist’s Native Content
There's a lot of hand wringing about native advertising and its potential for destroying the trust that exists between a publisher and its audience. While that risk certainly exists there are also a lot of very smart publishers that understand their editorial credibility is their most valuable asset and have no intentions of undermining it, with native advertising or otherwise.
The Economist is one such publisher. In fact, The Economist's entire philosophy on native advertising (though it doesn't use the term native advertising itself) is based on an ongoing conversation with its audience and an understanding of what the audience finds meaningful. And although the publication draws a complete separation between editorial content and content created for marketing partners, native content still has to behave within the realm of what The Economist is credible speaking about and what it's audience finds valuable. For that reason, editorial has sign off on all client content marketing in order to protect The Economist's editorial brand.
In the interest of credibility, The Economist is not afraid to draw the line on what native content it will publish. “Sometimes we have to go back to the client and say ‘I apologize, but we're not going to be able to accommodate what you want to do because ultimately it goes against our editorial guidelines,” said The Economist's Michael Dolan. Dolan says they try to be clear and as upfront about this as possible but some marketers will inevitably want to push the line.
Michael Dolan, digital strategist, client technologies at The Economist, spoke about the role of value and credibility in the Publishing Executive webinar "How The Economist & Breaking Media are Growing Native Ad Revenue." View the full hour-long webinar here, which also features insight on the explosive opportunity of native advertising for publishers and how Breaking Media is optimizing its native ad offerings.
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.