Native Advertising Going Interactive

Digital publishing news for October 21, 2013

The next step for native advertising is interactive. ClickZ is reporting that the next generation of native advertising will be interactive. The new ad units use featured stories, video and mobile units. Tessa Wegert writes about one such new technology, “New York-based digital media and technology company StyleCaster has announced the release of Try On! Technology Makeover Solutions, an interactive application for the fashion and beauty category built on technology acquired from last year. The tool allows consumers to digitally try on cosmetics, hairstyles, and celebrity looks by uploading their photo and overlaying the desired products.” StyleCaster is reporting that consumers spend an average of 12 minutes on the makeover tool. It will be interesting to see if interactivity catches on industry wide.

Associated Press Goes Native

Ad Age is reporting that the Associated Press will be trying out sponsored content on their site. Michael Sebastian writes, “The Associated Press is planning to introduce sponsored articles into the stream of news stories on its mobile apps and hosted websites. The rollout is expected in early 2014, with potential sponsorship deals centered around major events the AP is planning to cover, such as the Super Bowl, the Winter Olympics and the Academy Awards.” Native ads are part of the AP’s newest strategy.

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Dwell Media Expands, Heads East

Although Dwell Media has been based in San Francisco since the beginning, it has been expanding into New York City over the past few years. This is the new location for the group’s creative team. Michael Rondon writes, “The move is the final step in a gradual eastward migration for edit and art staff at the company. The magazine, founded in 2000, first started setting up shop in New York two years ago.”

Dwell has also hired a new senior editor. William Lamb will now be taking on the role of senior editor and he will be located in the New York office.

Traditional Home Hires New Publisher

Traditional Home will have its 25th anniversary in 2014 and a new publisher will be involved with it. Steve Cohn writes, “Amy Churgin, whose distinguished career included Architectural Digest publisher from Nov. 1999 to Feb. 2007, is returning to shelter-magazine publishing with her Oct. 18 hire as publisher of Meredith Corp.’s Traditional Home. When she starts on Oct. 28, Churgin’s competitors will include her AD successor, Giulio Capua.”

Churgin’s experience and knowledge of affluent homes and women’s lifestyles makes her a great candidate for this position. We wish her luck in this new opportunity.



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