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A Native Manifesto for Conde Nast Advertising

With the dissemination of a 4,000-word document from Editorial Director Tom Wallace, Condé Nast is seeking to formalize and codify its native advertising policies, according to Ad Age.

Post author By Amanda MacArthur
Post date May 30, 2014
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Condé Nast Editorial Director Tom Wallace, via Ad Age

With the dissemination of a 4,000-word document from Editorial Director Tom Wallace, Condé Nast is seeking to formalize and codify its native advertising policies, according to Ad Age.

Condé properties like Wired and Self have utilized native advertising extensively, but Wallace’s memo indicates a concentrated effort to implement native platforms across the company.

“With Tom handling it, I think that gives it more understanding that it needs to be controlled,” one anonymous Condé publisher told Ad Age. Another “Condé Nast staffer described the company’s document as ‘an evolving set of practices’ that gives publishers and digital ad sellers a quick reference guide on what they can and can’t offer brands. ‘It simplifies the sales process,’ the staffer said.”

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Tags ad, ad age, advertising, Condé Nast Editorial, native advertising, online publishing, open source software, publishers, text ad, wired

By Amanda MacArthur

Research Director & Managing Editor

Amanda is responsible for all the articles you read on the Mequoda Daily portal and every email newsletter delivered to your inbox from us. She is also our in-house social media expert and would love to chat with you over on @Mequoda. She has worked with Mequoda for almost a decade, helping to evolve the Mequoda Method through research, testing and developing new best practices in digital publishing, editorial strategy, email marketing and audience development. Amanda is a co-author of our four digital publishing handbooks.