Native advertising –also known as sponsored content or advertorial (publireportaje in Spanish)– mixes characteristics of editorial content and  advertising. It has become a major revenue source for many independent news sites. As described in the Tow Center’s Guide to Native  Advertising: “Native ads take on the appearance  of real news stories, and are crafted by people inside news  publications who want to create and spread commercial messages that  don’t look like traditional advertisements that overtly push product . .  . . [T]his practice borrows credibility from the newsroom in order to  enhance the value of the ad created for clients.” You can read a lot more about the topic of native advertising in my blog post on the topic (it includes the Ford Focus ad on El País's front page) and other related content at the links below. 

If you liked this episode, please share it. You can also leave me a  voicemail message with your recommendations and comments. And if you  have suggestions for media entrepreneurs you would like me to interview,  or topics that you would like me to cover, please email me at  [email protected].

How to make native advertising work for you

Why you need to hire a dedicated salesperson

Give users the option to pay what they can or what they want

What are the biggest mistakes of digital media startups?

These metrics predict which users will pay for news

In Italy, a news startup's membership model captures 15,000 donors

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