Digiday recently introduced us to some publishers who are tearing down that wall, as it were, in an effort to build better native advertising.
Mental Floss, Dennis Interactive, and Say Media are enlisting their reporters and editors to research and craft copy for native ads on their sites.
“For us, it’s a matter of trust. We want to provide content that we can stand behind. I hate when I click on something that looks like editorial content but is actually a bland, horribly written ad,” Mental Floss‘s Mangesh Hattikudur told Ricardo Bilton. ““When you build this wall between the marketing department and editorial, it changes how the brand is relayed to the world. If there’s this wall and if someone else is trying to represent the brand, it becomes very difficult to give the readers what they want.”
Hattikudur points to successful and highly shared ads for Geico, IFC, and Dos Equis that were the products of editorial contributions.
To read more about publishers asking reporters and editors to do native ads, visit Digiday.
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