Report: NYT will consider more sponsored content, with advice from BuzzFeed

Bloomberg

The New York Times Co. "is considering letting advertisers sponsor more stories on its website," Edmund Lee reports. Lee writes that Times Co. CEO Mark Thompson and Chairman Arthur Sulzberger have had several meetings about the idea, and that "outside executives such as BuzzFeed CEO Jonah Peretti were brought in to talk about creating successful 'native ads,' which often take the form of sponsored stories."



Times Co. Advertising Vice President Todd Haskell told Lee the company is considering "ways you can use journalistic storytelling techniques in how you could present a narrative for our clients without misleading or confusing the reader.” Times Executive Editor Jill Abramson said recently she worried about "leaving confusion in readers' minds about where the content comes from, and purposefully making advertising look like a news story."



The Times is already using sponsored content on one of its mobile apps.



Previously: New York Times Co., Hearst Magazines introduce native advertising

  • Andrew Beaujon

    Andrew Beaujon reported on the media for Poynter from 2012 to 2015. He was previously arts editor at TBD.com and managing editor of Washington City Paper. He's the author of the 2006 book "Body Piercing Saved My Life," about Christian rock and evangelical Christian culture.

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