Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Famous Last Words : Advertisers 'Go Native.' Great!

May 2014 By Denny Hatch
2
Get the Flash Player to see this rotator.
 

The definition of the term "go native" from the Urban Dictionary is as follows: Used humorously, to go native means to take on some (or all) of the culture traits of the people around you, often said of people who go to foreign countries or far away cities. These traits may include dress, language, accent, etiquette, religion, etc.

In the mediaplayer to the right is a page from the old Target Marketing print magazine circa the 1990s, when I was editor.

It deliberately looked like an editorial page—an article or sidebar of some kind. We called it an "advertorial."

In reality, it was created by a one of the advertisers in conjunction with a page of paid advertising. Sometimes, I wrote the advertorial for an advertiser.

Pitches from the sales reps were often: "Buy an ad and get an advertorial the same size free!" "That's two for one!" "That's equivalent of 50 percent off!" "A bigger bang for your buck!" Advertisers loved it! What the hell, I loved it!

Because the magazine was (and is) free, advertising paid the bills (e.g., salaries). Also, this was (and still is) a trade magazine: My mission was to bring to my readers any information in any format that could make them money.

This wasn't trickery or deception. The black bar at the top of the page said:

ADVERTISEMENT

Some readers stay strictly to editorial content—and skip ads. Here was an unobtrusive way for an advertiser to impart information about a product or service in the format some readers prefer.

Rather than using blatant headlines, subheads and illustrations, the advertiser could tell the story in a conversational, quiet way.

In the world of television, this is called an "infomercial." No big deal. If you don't want to see it, skip it.

Newspaper Revenue Tanking
Ad revenue for newspapers is down 55 percent since 2005. According to ASNE, during this period, 16,134 journalists lost their jobs nationwide.

Editors are no longer uppity. They're plain scared. When the specter of a lost job comes into conflict with loss of editorial integrity, guess which wins out.

 

Companies Mentioned:

2

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: