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The Role of Editorial in Native Content

Posted on Wednesday, September 28, 2016 at 1:33 AM

In the news: Who is producing the native content we're seeing in magazines?

On September 1, Greg Dool of Foliomag.com explored the production of native ad content for magazines. The headline tells the tale: "Majority of Publishers Use Their Own Editorial Staffs to Produce Native Ads." More and more, editors and journalists are being asked to produce content across various formats (including video) while still doing traditional editing and fact-checking on tight turnarounds. Advertising is bleeding into the editorial arena as never before, and editors are often the ones producing said advertorial content.

Reporters still weigh the same ethical considerations as always, but now they must also contend with FTC disclosure rules and deliver content with due transparency. It's a work in progress; Dool concludes, "Only 11 percent of respondents to the survey say they don't label native advertising, although another 24 percent report marking native ads with only 'a different look and feel.'"

Read more here.

Bonnier Shutters Travel Print Editions

Earlier this month, Bonnier stopped printing Islands, Destination Weddings & Honeymoons, and Caribbean Travel & Life. Islands will continue as a digital publication, slated to launch next year. The magazines had recently undergone redesigns to try and regain lost ground. Read more here.

Layoffs at Gannett Newspapers

Two weeks ago, North Jersey Media Group, a subsidiary of Gannett, announced major layoffs at The Bergen Record and the Herald News (Passaic County) newspapers. According to Benjamin Mullin of Poynter.org, Gannett will lay off over 200 employees in November. The move comes two months after Gannett's acquisition of North Jersey Media Group in July. Read more here.

A New Investor for Rolling Stone

This week, Singapore's BandLab Technologies Ltd. gained 49 percent ownership of Rolling Stone magazine. Jeffrey Trachtenberg reports, "Terms weren't disclosed. However, the investment doesn't include ownership in closely held Wenner Media LLC, Rolling Stone's corporate parent. The move comes as many publishers are seeking to broaden their portfolios to become less dependent on print advertising revenue." Read more about the acquisition here.

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