When Capital One set out to endear itself with entrepreneurs, it enlisted Forbes to create blog posts on its behalf about cybercrime and other scourges of small business. Likewise, UPS entrusted Fast Company to create custom infographics that ran on the business brand’s site. In both cases, it was the publishers, not these brands’ creative agencies, who did the heavy lifting. In fact, that dynamic is becoming more common as native ads grow in popularity. Indeed, native isn’t just the latest buzzword in advertising; it’s the latest example of how advertisers are bypassing media agencies and having publishers create ad-oriented content for them. “Publishers know their audience best,” said Barry Lowenthal, president of The Media Kitchen, which uses native ads for a number of clients. One premium publisher whose site runs a lot of native ads estimated that more than one-third of those campaigns are done in-house or by the client and don’t involve a creative agency at all. The publisher, who didn’t want to be named because, like others, he wanted to avoid appearing to be dumping on creative shops, nevertheless said his staff can do the work at Web-speed and cheaper than a creative agency. Those shops “work on the basic assets and distribute them to the brands so they are still core to the overall look and feel of the campaign, but they lose out on the custom creative fees as brands can do it way cheaper for clients than they can,” the exec said. “As native ads... Continue reading at 'AdWeek'
[ AdWeek | 2013-01-08 00:00:00 UTC ]
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Murdoch mastheads point finger at ABC, Facebook and the Guardian, among others. Plus: what KFC and bidets say about the state of journalismThe demise of AAP has unexpectedly ignited a war of words between media companies over who is to blame.According to News Corp – one of the major shareholders... Continue reading at The Guardian
[ The Guardian | 2020-03-06 02:34:45 UTC ]
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Director Peter Barnes says board has not talked about attack on Fox News and News Corp’s climate coverageThe lead independent director of Rupert Murdoch’s News Corp, Peter Barnes, says the media group’s board has yet to discuss James Murdoch’s attack on the company over its stance on the climate... Continue reading at The Guardian
[ The Guardian | 2020-01-15 07:29:48 UTC ]
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Insurance group Direct Line dumped a large chunk of its digital media for TV in 2017 and could move even more over. The company is one of the largest TV advertisers in the U.K. As Direct Line upped its spending on TV, the business cut the number of display and programmatic online video ads it... Continue reading at Digiday
[ Digiday | 2019-10-24 04:00:05 UTC ]
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In a response to most news publishers’ checklist of needs from a digital conduit to their content, News Corp is Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-09-12 18:30:12 UTC ]
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News Corp said it would not take a cut of ad revenue generated by articles from Knewz.com. Continue reading at Media Week
[ Media Week | 2019-08-23 08:34:39 UTC ]
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News Corp wants to give people an alternative to Google News and Apple News. The media company that owns Dow Jones Newswires and HarperCollins is working on its own news aggregation service, reported The Wall Street Journal. The service will be calle... Continue reading at Engadget
[ Engadget | 2019-08-22 21:14:00 UTC ]
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A bipartisan group of political publishers including Daily Caller, Mediaite, Raw Story, Alternet, Law&Crime, and the Washington Free Beacon have launched Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-06-21 15:26:03 UTC ]
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News Corp. said it is evaluating options for its News America Marketing business that could include a sale, which would leave the publisher of the Wall Street Journal and New York Post more purely focused on media while removing what’s been a troubled unit. The review of News America, which... Continue reading at Advertising Age
[ Advertising Age | 2019-06-18 20:05:16 UTC ]
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general counsel blamed internet platforms for hurting the news business by siphoning off profits and promoting less reliable news for readers in his prepared remarks for a congressional panel... To view the full story, click the title link. Continue reading at Crains New York
[ Crains New York | 2019-06-11 20:09:08 UTC ]
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Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your Alexa device; sign up here. What people are talking about today For over two decades, Ad Age has named Women to Watch in the marketing,... Continue reading at Advertising Age
[ Advertising Age | 2019-05-28 10:00:00 UTC ]
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Google News Initiative, the search-engine giant's program to work with publishers in the media industry, teamed up with newspaper publisher McClatchy on an initiative to bring local news coverage to three small and midsized communities in the U.S. that are currently lacking local sources of news... Continue reading at AdWeek
[ AdWeek | 2019-03-27 00:00:00 UTC ]
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Digital media-buying habits are continuously in flux. The post Top UK publishers say they’ll move to reduce ads bought through open ad exchanges appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-01-18 00:00:00 UTC ]
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Brands can now bid in auctions for in-application advertising on Facebook Audience Network. The social network opened up header bidding via Facebook Audience Network last March, and head of publisher solutions partnerships Vijay Balan said in a blog post that publishers have seen "significant... Continue reading at AdWeek
[ AdWeek | 2018-06-07 00:00:00 UTC ]
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Apple paid BuzzFeed to release a show first on Apple News, and the publisher was also able to make money through an ad-revenue split. The post Why BuzzFeed News premiered a show on Apple News before Facebook, YouTube, Twitter appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-05-04 00:00:00 UTC ]
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A booth at Facebook’s annual F8 developer conference in San Jose, Calif. The social network is stopping the experiment known as Explore, which separates news publishers from its main site. Continue reading at The New York Times
[ The New York Times | 2018-03-02 00:00:00 UTC ]
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Digiday's online poll of publisher executives found that they believe Apple News should be their priority following Facebook's algorithm change. The post Digiday Research poll: Apple News dominates publisher focus after Facebook’s news feed changes appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-02-28 00:00:00 UTC ]
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Traffic to news publishers has dipped again since Facebook said it would prioritize users' posts in the news feed, according to multiple data sources. The post As promised, Facebook traffic to news publishers declines again, post news-feed change appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-02-19 00:00:00 UTC ]
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Vice: Vice Media suspended President Andrew Creighton and Chief Digital Officer Mike Germano as it probes harassment complaints about them, Bloomberg News reports.Out: Patrick Scissons is out as KBS' global chief creative officer, after a year marked by high-profile departures from the agency,... Continue reading at Advertising Age
[ Advertising Age | 2018-01-03 00:00:00 UTC ]
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Adult fiction and a middle-grade environmentally engaging series are on Evangelia Avloniti's list in the run-up to Frankfurt Book Fair. The post Agency Rights Update: Athens’ Ersilia Literary Agency appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-08-24 00:00:00 UTC ]
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Alliance of 2,000 organizations says the two companies’ dominance in online advertising and traffic has created an unsustainable future for journalismNews outlets are seeking permission from the US Congress for the right to negotiate jointly with Google and Facebook, two companies that dominate... Continue reading at The Guardian
[ The Guardian | 2017-07-10 00:00:00 UTC ]
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