{"id":364,"date":"2016-02-12T02:16:00","date_gmt":"2016-02-12T02:16:00","guid":{"rendered":"https:\/\/www.lionpublishers.com\/2016\/02\/12\/lion-webinar-10-native-advertising-for-small-news-organizations\/"},"modified":"2023-10-27T14:54:08","modified_gmt":"2023-10-27T18:54:08","slug":"lion-webinar-10-native-advertising-for-small-news-organizations","status":"publish","type":"post","link":"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/","title":{"rendered":"LION Webinar 10: Native advertising for small news organizations"},"content":{"rendered":"

Native advertising is too valuable for independent publishers\u00a0to ignore in today’s independent news marketplace, where display advertising faces a slew of\u00a0growing challenges.<\/p>\n

That was part of the message from\u00a0Jaci Smith, a former Reynolds Journalism Institute fellow<\/a><\/strong>, and Scott Brodbeck, publisher of\u00a0ARLNow.Com<\/a><\/strong>\u00a0in Virginia and a LION board member. The pair\u00a0offered tips and best practices for\u00a0native advertising during Thursday’s LION webinar, the 10th in the group’s monthly series.<\/p>\n

\"\"Brodbeck’s opening message was specifically directed at publishers who have been on the fence about whether to offer native advertising, also known as sponsored content, as part of their revenue portfolios. The gist of Brodbeck’s point\u00a0was to “stop kvetching and starting making money.”<\/p>\n

Brodbeck provided several examples of how his publications are generating revenue through native advertising as simple as a sponsored “pet of the week” post\u00a0for under $100\u00a0to other strategies like sponsored columns and other regular features for higher dollar values.<\/p>\n

He also suggested, among other things, that budgeting $10-$15 to boost the\u00a0Facebook posting of a link to sponsored content is better than depending on the social network’s own algorithm for exposure.<\/p>\n

Check out Brodbeck’s slides here<\/a><\/strong>.<\/p>\n

Smith,\u00a0who is now\u00a0digital planning editor for Gannett’s\u00a0DelawareOnline.com (The News Journal)<\/a><\/strong>, also stressed the need to create opportunities for engagement within native advertising posts.<\/p>\n

Smith said she uses quizzes and other embeddable options\u00a0as engagement tools and has found great success with sponsored listicles that cross pollinate with community events.<\/p>\n

Of note, Smith said she\u00a0had a close rate of 75 percent on more than 100 pitches as they built their native advertising program, and found that average time spent viewing native advertising was 1 minute, 15 seconds with a clickthrough rate around 5 to 7 percent, rather than the few seconds viewing and\u00a0fraction of a percent in clickthroughs that many display ads provide.<\/p>\n

Smith’s step-by-step approach to building a native advertising program:<\/p>\n

    \n
  1. Gauge demand and form a task force. Create timeline.<\/li>\n
  2. Develop a mission statement and guidelines for display, transparency, ownership of content, definition of terms.<\/li>\n
  3. Identify platforms to use and prepare technology infrastructure.<\/li>\n
  4. Determine resource allocation and training.<\/li>\n
  5. Set limits: How much is too much?<\/li>\n
  6. Determine pricing, analytics.<\/li>\n<\/ol>\n

    Check out Smith’s slides here<\/a><\/strong>.<\/p>\n

    \u2022 CLICK HERE TO WATCH THE WEBINAR REPLAY<\/a><\/strong> (you will need to register)<\/p>\n

    \u2022 Questions? Reach\u00a0Jaci by email here<\/a><\/strong>\u00a0or @delawarejaci<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Jaci Smith and Scott Brodbeck offer tips, advice, and best practices for local news sites to start selling native advertising<\/p>\n","protected":false},"author":78,"featured_media":2466,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2,135],"tags":[],"coauthors":[1467],"featured_image_urls":{"full":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide.jpg",1000,558,false],"thumbnail":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide-150x150.jpg",150,150,true],"medium":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide-300x167.jpg",300,167,true],"medium_large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide-768x429.jpg",768,429,true],"large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide.jpg",1000,558,false],"1536x1536":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide.jpg",1000,558,false],"2048x2048":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide.jpg",1000,558,false]},"post_excerpt_stackable":"

    Jaci Smith and Scott Brodbeck offer tips, advice, and best practices for local news sites to start selling native advertising<\/p>\n","category_list":"News<\/a>, Resources<\/a>","author_info":{"name":"Wendy Cohen","url":"https:\/\/www.lionpublishers.com\/author\/wendy-cohen\/"},"comments_num":"0 comments","yoast_head":"\nLION Webinar 10: Native advertising for small news organizations - LION Publishers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LION Webinar 10: Native advertising for small news organizations - LION Publishers\" \/>\n<meta property=\"og:description\" content=\"Jaci Smith and Scott Brodbeck offer tips, advice, and best practices for local news sites to start selling native advertising\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/\" \/>\n<meta property=\"og:site_name\" content=\"LION Publishers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/LionPublishers\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-12T02:16:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-27T18:54:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"558\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Wendy Cohen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@LIONPubs\" \/>\n<meta name=\"twitter:site\" content=\"@LIONPubs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Wendy Cohen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/\"},\"author\":{\"name\":\"Wendy Cohen\",\"@id\":\"https:\/\/www.lionpublishers.com\/#\/schema\/person\/ba51698028ca8070ccb15e28a3212291\"},\"headline\":\"LION Webinar 10: Native advertising for small news organizations\",\"datePublished\":\"2016-02-12T02:16:00+00:00\",\"dateModified\":\"2023-10-27T18:54:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/\"},\"wordCount\":406,\"publisher\":{\"@id\":\"https:\/\/www.lionpublishers.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2016\/02\/02112016_jaci_smith_native_ad_slide.jpg\",\"articleSection\":[\"News\",\"Resources\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/\",\"url\":\"https:\/\/www.lionpublishers.com\/lion-webinar-10-native-advertising-for-small-news-organizations\/\",\"name\":\"LION Webinar 10: Native advertising for small news organizations - 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