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.
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.
Happy news breaks out at Media Nation
By Dan Kennedy
On January 28, 2015
In Media
Tighter editing standards at Boston.com, improved online comments at the Boston Herald and well-deserved recognition for some first-rate political reporters. There’s so much good news on the local media front on this day-after-the-blizzard morning that it’s hard to know where to begin.
• Boston.com strives for civility. After a miserable stretch in which it falsely accused a Harvard Business School professor (and, gulp, lawyer) of sending a racist email to one of the owners of a Chinese restaurant and then mocked House Speaker John Boehner’s alleged drinking problem following an assassination threat, the folks at Boston.com sound determined to get it right.
In an interview with Benjamin Mullin at Poynter.org, Boston.com general manager Corey Gottlieb says he’s beefed up copy-editing and tightened standards in response to the two incidents. He tells Mullin:
The worst thing the Boston Globe-affiliated site could do is chase clicks. December turned out to be a boffo month for Boston.com, driven by its reporting on the Harvard professor’s harassment of the Chinese restaurant over a $4 overcharge — a righteous hit before it went off the rails. (T-shirts were involved, too.) According to Compete.com, Boston.com received nearly 3.7 million unique visits in December, way up from November’s 2.8 million. Compete’s numbers aren’t perfect by any means, but it’s safe to say Boston.com’s numbers were up a lot.
Yet quality matters. And according to Compete, BostonGlobe.com actually attracted more traffic than its free cousin in December, receiving more than 3.8 million unique visits — even though you have to pay a digital subscription fee to receive full access to the site (granted, free social sharing at BostonGlobe.com is pretty generous these days).
No doubt Gottlieb and company are going to stick with their plan to build a buzzy site with lots of viral content (here’s my alternative idea). But I’m glad to see that they understand what’s gone wrong and that they’re determined to do something about it.
One of Boston.com’s biggest problems is that it’s been flying without an editor (except for a few weeks last fall) since its relaunch last spring. That should be rectified as soon as possible.
• The Herald embraces Facebook. Online newspaper comments in general can make you despair for humanity. Over the years the Herald’s have been particularly loathsome. So kudos to publisher Pat Purcell and editor Joe Sciacca for switching to a Facebook-based commenting system.
Facebook isn’t perfect. Certainly there are issues with a news organization turning over its community platform to a giant corporation with its own agenda and priorities. But people are generally more civil and constructive when they’re on Facebook, in large measure because Facebook requires real names — and most people comply.
Check out the comments beneath Howie Carr’s ridiculous column on climate change today. Not bad at all. Only one of the first eight is pseudonymous. And if they’re not all exactly civil, they are less toxic than I’m accustomed to seeing at BostonHerald.com.
Can a real-names policy at BostonGlobe.com be far behind?
• Massachusetts’ best political reporters. Chris Cillizza, who runs a political blog for The Washington Post called The Fix, has named nine Massachusetts political reporters as among the best in the country. (Disclosure: The list was based in part on a reader poll, and I voted for friend of Media Nation Jon Keller, who’s among the winners — but every one of these is worthy.)
It’s especially nice to see a couple of reporters outside the Greater Boston orbit win recognition — Jim Hand of Attleboro’s Sun Chronicle and Shira Schoenberg of The Republican in Springfield. Congratulations to all.