British Newspapers Embrace Native Advertising

Much like Yahoo has done with its new digital magazines, News UK is looking to complement its creative content with native digital advertising that seamlessly fits in with the online versions of its publications The Sun, The Times, and The Sunday Times. The move highlights a growing trend among British newspapers of embracing the capabilities of native advertising.

But creating effective ads that align with editorial standards is no easy task, as the editorial and advertising sides of publications have long been seen as very divided.
With that division in mind, it’s crucial to make sure the publications’ strong editorial reputations remain consistent with the other side of the business, says Tiffanie Darke, director of the new Creative Content Unit.

“You have to be very sensitive toward your readers and make sure your reader is very comfortable where they are, whether it’s commercial space or editorial space,” Darke says. “You don’t want to be tripping any of the readers up with content they don’t want to consume.”

Greg Jarboe, chief executive (CEO) and co-founder of SEO-PR and a former newspaper editor, has mixed feelings about native advertising. Since it’s designed to blend in with editorial content, Jarboe thinks it can be problematic if the two aren’t distinguishable.

“We’ve entered a new world where lines are fuzzier. The ethics shouldn’t be fuzzy, even if the circumstances have shifted,” Jarboe says. “If you’re straight up and disclose who you are and where you’re coming from, readers are mature enough to determine whether it’s self-serving.”

Though Jarboe points out that content marketing is more than 100 years old – the Michelin brothers started the famous guidebooks as a way to promote far-away restaurants that would require customers to purchase their tires – it’s a trend that’s been growing in British newspapers this year. In the spring, the Guardian and Metro launched Guardian Labs and Story, respectively.

One thing that sets News UK’s native program apart is that its websites have paid subscribers. According to research from brand strategy consultancy Sparkler this past spring, this causes readers to be more receptive to advertising.

“We have a much more focused and much more engaged audience because they paid to be there,” Darke says. “Generally, our readers spend a lot longer with us than a casual reader would.”

All three publications focus on news and lifestyle in a general way, which makes their native advertising options limitless. Despite her background in fashion and beauty – she was The Sunday Times‘ style editor for 12 years – Darke anticipates the biggest opportunities to be in sports, finance, and innovation.

News UK’s native advertising initiative is expected to launch in November.