When The New York Times offered the first native ad on its website Jan. 8, reviews were mixed. Some thought the Times offered too much of a good thing with a half-dozen disclaimers that the story-like piece was advertising. Others opined that despite all the labels, the Times was stepping down the road to perdition hosting paid content from computer giant Dell.
I’d say each side has a point, but the bigger question is whether the Times way, like its approach to a digital paywall three years ago, will set the pattern for the newspaper industry’s belated foray into the hot native format.
In a brief phone interview, Caroline Little, president of the Newspaper Association of America, agreed with my assessment that newspaper organizations are eagerly exploring the possibilities but have barely started yet with native ads and other forms of sponsored content.… Read more