michelle russell - the native advertising challenge
TRANSCRIPT
THE NATIVE ADVERTISING CHALLENGE
MICHELLE RUSSELLEDITOR IN CHIEFCONVENEPCMA, THE PROFESSIONAL CONVENTION MANAGEMENT ASSOC.
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.
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.
HOW ELSE CAN WE TELL OUR STORY?
Agency/Advertiser
‘SUPPORTED’ RATHER THAN ‘SPONSORED’ CONTENT
THE KNOWLEDGE ECONOMY
THE KNOWLEDGE ECONOMY
PLACES + SPACES
WHAT’S NEW IN…
CONVENE ON LOCATION
CONVENE ON LOCATION
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REVERSE COVER
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
WHAT I KNOW ABOUT NATIVE ADVERTISING
‣ Transparency! Don’t dupe your readers
‣ It’s not going away
‣ Set the bar high
WHAT I KNOW ABOUT NATIVE ADVERTISING‣ It’s a fine line that requires constant
navigation.
