“Native advertising” is a euphemism for “advertorial.” Marketers are welcome to disagree with me, but that’s what the Morning News is up to. I learned about this development from a Nieman Journalism Lab post written by Joshua Benton, who used to work at the News. You can read the entire press release from the News. I will paste it below. But here’s how the paper describes what’s afoot: “Native advertising helps advertisers reach targeted customers by providing attention grabbing Web content. The content is paid for by the advertiser and designed to complement editorial content found in GuideLive through superlative copy and high-impact images.”
So what’s that look like? Go here and scroll down a bit. See the Extra! section labeled “sponsored content”? Thank you, Sample House & Candle Shop! There are two “stories” in the Extra! section: “5 DFW attractions to add to your end-of-summer bucket list” and “5 ways to create perfect pumpkins without carving.” Let’s click through to the former and see how the Sample House & Candle Shop has targeted us with superlative copy and high-impact images.
I see a pic of Klyde Warren Park. The grass is dead. The trees have dropped all their leaves. But the D building has pulled off yet another sweet photo bomb. So, yes, I’d call it a high-impact image. On to the superlative copy:
1. See an outdoor concert at Dallas Arboretum.
If you haven’t been to the Dallas Arboretum, the end of summer is a fine time to go. Sure, you should always visit
their[subject-pronoun disagreement] Dallas Blooms exhibition in the spring, but when you’re pining for fall, the autumnal outdoor decor here makes for a a[oopsy] great place to wait for the cool weather.
Each week at the Arboretum, located in East Dallas, you can catch a concert on the lawn from one of Dallas’ best
localbands [does Dallas not have any decent foreign bands?]. Localfood trucks [again, I prefer imported food trucks] are on hand to grab dinner, or you can pack a picnic for the whole family to enjoy. [Happy day!]
I am niggling. I should stop niggling. I shouldn’t point out the typo and inaccuracy in the following sentence about what is erroneously referred to as “The Ballpark at Arlington”: “Nolan Ryan bacon-wrapped hot dogs, cheap beers, and America’s Pastime make up a great way to spend the one of the last evenings of summer.” No, what I should do is get my butt to the Sample House & Candle Shop, because, for some odd reason that I can’t explain, reading about Nolan Ryan’s bacon-wrapped meat makes me want to buy Halloween decorations. Now that’s Extra!
(Before I paste the full press release into this post, let me just offer an apology. I’m in a miserable mood. I’m writing a feature for the November issue. I’m in my pain cave. I took out my frustrations on Extra!, which is kind of like making fun of a small child to his face. It’s just not funny. Okay, I’ll get back to work now.)
The Dallas Morning News Becomes Largest Newspaper in Texas to Establish Native Advertising for Consumers
(DALLAS) –The Dallas Morning News has officially extended native advertising for its consumers and clients. Following other major market U.S. newspapers in developing new revenue generating avenues, the Morning News becomes the largest paper in Texas to make this move.
“Our approach is straightforward and low-risk by serving up original, high-quality content in a contextually relevant environment sponsored by an advertising partner,” said Lindsay Jacaman, general manager of digital marketing for The Dallas Morning News and chief revenue officer for the Morning News’ partner in content and digital marketing, Speakeasy.
Speakeasy, a joint venture between The Dallas Morning News and Slingshot LLC, is a social content marketing company that conceives, develops and executes turnkey social campaigns and promotions for both local and national brands. Speakeasy is responsible for developing the native advertising content for its clients that will run across the Morning News digital platforms.
Native advertising helps advertisers reach targeted customers by providing attention grabbing Web content. The content is paid for by the advertiser and designed to complement editorial content found in GuideLive through superlative copy and high-impact images. The Morning News has already experienced a successful beta launch with this new product, entitled Extra!, by exceeding industry standards for click through traffic numbers. Now, Morning News executives believe they are extending possibilities for new and existing advertisers by allowing them to benefit from engaging with its consumer base by providing relevant and compelling content.
“Native advertising was a new concept to us, but after speaking with Lindsay’s team, I had high hopes for the program, given their approach,” said Kathleen Beathard, vice president of public relations and marketing for Methodist Health System. “The Dallas Morning News surpassed our expectations in terms of both the number of impressions delivered as well as our click through traffic. The Speakeasy team was able to position the Methodist Health System brand with smart and insightful articles on making healthy choices, which helps to foster the connection between Methodist Health System and healthy living.”
The process of finding the right content to match with the proper sponsor will be managed by Speakeasy executives, followed by a sign off from the Morning News editorial staff. Each campaign will last seven days, and will be integrated with social media and share features found on DallasNews.com.
“As our industry continues to evolve, we are evolving with it to benefit both our consumers and sponsors. By creating an opportunity for virility through content and digital advertising, I believe we will continue to enhance our products and establish additional leadership in the publishing industry,” said Jacaman.