The Globe ratchets up its native advertising efforts

The Boston Globe is joining other news organizations, including The New York Times, in pursuing native advertising — content that consists of editorial-like material but is bought and paid for. And the executive who’ll be in charge of it is Andrew Gully, a former longtime Boston Herald staffer who rose to managing editor for news in the late 1990s. He left the Herald and went into public relations about a dozen years ago.

Romenesko has the memo from Boston Globe Media Partners chief executive Mike Sheehan, who writes that his goal was to hire “someone trained as a journalist who at some point sold his or her soul and made the glorious leap over to The Dark Side — marketing communications.”

Gully, whose title will be director of sponsored content, is a smart guy who during his Herald days was an aggressive newsman. Sheehan says such content “will play a very important part of our growth” and will appear across “all our properties.”

Some native advertising already appears at Globe Media sites — such as the one below, currently on Boston.com. In addition to the tagline reading “SPONSORED BY REAL Estate Talk Boston,” you can click on the little question mark in the upper right and get a fuller disclosure.

Screen Shot 2015-04-16 at 8.45.39 AM

Native advertising has become a growth industry because digital advertising has proved disappointing for news organizations. Standard online ads — especially those served up by off-site servers such as Google — are so ubiquitous that their value keeps dropping.

At the same time, native ads are controversial because, when they’re not presented or labeled properly, they can be confused with editorial content. But though they’re often talked about as the mutant spawn of the Internet, there’s nothing new about them. People my age can remember special sections in Time magazine on the glories of various third-world hellholes; you’d do a double-take, then see the disclaimer that the section was paid for by said hellhole.

For many years, so-called advertorials by Mobil were published on the op-ed page of The New York Times — more than 800 of them between 1985 and 2000, according to this analysis.

Ironically, on the same day that Sheehan announced Gully’s appointment, the American Society of Magazine Editors released a set of guidelines for native advertising. Benjamin Mullin reports at Poynter Online that the guidelines call for such content to be “clearly labeled as advertising by the use of terms such as ‘Sponsor Content’ or ‘Paid Post’ and visually distinguished from editorial content and that collections of sponsored links should be clearly labeled as advertising and visually separated from editorial content.”

That seems like solid advice. And it’s a standard we can all use as a measuring stick once native advertising starts to become more visible on the Globe’s various websites.

Also published at WGBHNews.org.

3 thoughts on “The Globe ratchets up its native advertising efforts

  1. A. Smith

    That Boston.com ad is an example of how to mislead readers. It looks similar in style and format to the rest of the page — even the headline writing style is similar to those on Boston.com. I would probably overlook the “sponsored by” ad in the same way I would the ads (I see Verizon) in the posts below.

  2. Peter Sullivan

    I think on Boston.com the Native Advertising (used to be called an advertorial) is pretty clearly marked and has a different color background than the rest of the items…
    On a site that you don’t pay a penny to read, that is a fine way to make ends meet. I wouldn’t be quite as happy if I was paying for bostonglobe.com and seeing all kinds of advertorials all over the page. But I am sure that Gully, a fine news man will guide them down this slippery slope.

    1. Dan Kennedy Post author

      @Peter: As long as a native ad is properly labeled, I don’t know why it would be considered more of a problem than any other ad. Which means I think we agree.

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