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Capitol Communicator has a report that the top news publications continue to command strong circulation numbers but almost all have seen circulation declines during the past year.

Publications Investing in Sponsored Content, Reports NY Times

by | Jul 27, 2016

For some publishers unsettled by a fast-changing online advertising business, sponsored content has provided much-needed relief, reports The New York Times.

The Times story, in part, also stated:

“In recent years, publications large and small have invested in teams to make sponsored content — written stories, videos or podcasts that look and feel like journalistic content — hoping to make up for declines in conventional advertising. To varying degrees, they have succeeded.

“Younger companies like Vice and BuzzFeed have built whole businesses around the concept. The Atlantic expects three-quarters of its digital ad revenue to come from sponsored content this year. Slate, the web publisher, says that about half of its ad revenue comes from native ads, as sponsored content is also called, and the other half from traditional banner or display ads. Many major newspapers, including The New York Times, have declared sponsored content to be an important part of their strategies.

“But as the relationship between publishers and social platforms like Facebook grows closer — and as more straightforward forms of advertising are devalued by ad-blocking and industry automation, the role, and definition, of sponsored content has shifted. Now, publishers, social media companies and advertisers are negotiating new relationships.

“Audiences have migrated away from news websites and toward Facebook and other social media destinations, which for a competitive price can provide advertisers access to larger and more finely targeted groups of people, challenging the value of a publisher’s own channels. With a weaker claim over audiences, publishers have been left to compete for advertising on different terms, leaning less on the size or demographics of their readerships, and more on the sorts of campaigns they can engineer for advertisers — campaigns that are then used across the internet.”

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