Michelle Russell - The Native Advertising Challenge
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Transcript of Michelle Russell - The Native Advertising Challenge
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THE NATIVE ADVERTISING CHALLENGE
MICHELLE RUSSELLEDITOR IN CHIEFCONVENEPCMA, THE PROFESSIONAL CONVENTION MANAGEMENT ASSOC.
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A LITTLE ABOUT CONVENE
‣ 30 years old
‣ Flagship publication of PCMA, but goes to much larger audience.
‣ Small staff; big expectations.
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BUT GETTING BACK TO PRINT...As an association/trade publication, native advertising has always been in our wheelhouse.
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WHAT IS NATIVE ADVERTISING?‣Wikipedia calls it “a type of disguised
advertising that matches the form and function of the platform upon which it appears.”
‣ The Native Advertising Trends 2016 Magazine Industry reports, 90% of magazine execs say native advertising is important to their company.
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HOW ELSE CAN WE TELL OUR STORY?
Agency/Advertiser
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‘SUPPORTED’ RATHER THAN ‘SPONSORED’ CONTENT
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THE KNOWLEDGE ECONOMY
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THE KNOWLEDGE ECONOMY
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PLACES + SPACES
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WHAT’S NEW IN…
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CONVENE ON LOCATION
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CONVENE ON LOCATION
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REVERSE COVER
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WHAT I KNOW ABOUT NATIVE ADVERTISING‣Collaborate! Account execs know what the
market wants
‣ Editors know what resonates with the audience
‣ Build in enough time to execute
‣Do your best to keep editorial and advertorial writers/teams separate
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WHAT I KNOW ABOUT NATIVE ADVERTISING
‣ Transparency! Don’t dupe your readers
‣ It’s not going away
‣ Set the bar high
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WHAT I KNOW ABOUT NATIVE ADVERTISING‣ It’s a fine line that requires constant
navigation.