Native advertising in your newsroom

Otherwise known as

“There is no way in hell

I ’m writing an ad.”Jaci Smith, native advertising coordinatorAPG Media of Southern Minnesota

Seen this?

http://nyti.ms/1znUQNt

It is content paid for by the advertiser that is created by the publisher or its representative and that runs in the same format and is of the same high quality as that publisher’s regular

editorial content.

So, what is native advertising?

Source: Sharethrough

Source: Sharethrough

Source: Sharethrough

It’s all about the content

https://youtu.be/0URMlG5algg

• IT’S AN AD: Nope. It should be sponsored content written and

controlled by editorial.• IT HURTS OUR CREDIBILITY: Nope. Not if the publication adheres

to the same editorial guidelines as it would to create any other

content.• IT’S A CONFLICT OF INTEREST: It doesn’t have to be. Pay

attention to the beats that can and should be creating sponsored

content. • IT’S PAY FOR PLAY: Nope. Not as long as there was no influence

into how the journalist constructed the piece.

So … why can’t reporters write it?

• ESTABLISH GUIDELINES: Everyone knows the rules of the road

going in.

• EMPOWER YOUR JOURNALISTS: They’re ethical folks. Don’t

force them to be anything else.

• TEACH THEM TO ENGAGE: Perception isn’t everything. Reality is.

Make sure your journalists aren’t afraid to engage all comers about

the content they produce, native or otherwise.

Learn to say “No,” and engage …

From the South Bend Tribune

They arenot the only ones

WANT TO LEARN MORE ABOUT NATIVE ADVERTISING?

http://www.rjionline.org/native-content

jsmith@faribault.com @FDNJaciSmith linkedin.com/JaciSmith