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Are Editors Becoming Advertisers?

Posted on Wednesday, September 28, 2016 at 11:05 PM

In the news: Publishers continue to redefine staff roles in their quest to bridge revenue gaps.

Publishers are asking their editors to step across the advertorial divide and produce native ad content. This shift is redefining workflows and the concept of journalism itself. Greg Dool of Foliomag.com, citing a recent FIPP and Native Advertising Institute study, writes: "Of 140 magazine executives surveyed around the world, 68 percent report that their editorial team produces native ads, more than twice as many as the 31 percent who say they use an in-house native advertising studio, and nearly three times as many as the 24 percent who use a separate native ad team to produce sponsored content."

As the line between editorial and advertising blurs, publishers will face logistical and ethical challenges. They will need to provide tech and social media training to their editors and reporters, and they'll also need to deliver content that complies with FTC guidelines.

Read Dool's full article here.

Also Notable

Publishers Using Facebook Live

These days, publishers are proceeding full "stream" ahead with Facebook Live video content. High-profile brands like the Daily Beast have been using the service for months, but the question remains how best to make it worth their while. The Beast is releasing fewer Facebook Live streams than it did when the service first launched and has already canceled one of its series, a men's style piece called The Appointment. Elsewhere, Facebook is paying brands like the New York Times to test-drive the service. These paid brands are contracted to produce a certain number of streams per day. Read more here.

Capitalizing on the Brangelina Split?

Last week, Donna Tam of Marketplace.org pondered in her headline "what Brangelina can do for declining magazine sales." Gossip websites such as TMZ were the first to cover the highly publicized divorce, and Tam thinks that ailing print brands can regain lost ground at the newsstands by covering it as well. "Magazine publishing revenues are down 3.7 percent over the last year, and weekly magazines are leading that decline," she writes. "A celebrity breakup of Brangelina proportion may be just the thing lifestyle magazines need to recapture readers' attention at newsstands." Read her analysis here.

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