Dive Brief:
- GE has previously taken steps into native advertising through publishers like The Economist and Quartz, but is now turning it's focus toward launching a legitimate online news publisher with its Pressing site.
- Pressing, launched in March, serves as a policy hub that delivers both original content from GE and aggregated stories from partners like CNN, Politico, Slate, NBC News, and Fox news.
- GE benefits by building legitimacy with readers, and publishers benefit from having the Pressing articles advertised across the group sites.
Dive Insight:
In addition to the obvious benefits of quality native advertising, GE's mutually beneficial relationship with news publishers can be a model for other organizations. Native advertising becomes even more tricky when it's done for just one brand's gain. It's an interesting idea for such a storied brand to launch its own hard news site with aggregated content, and it will be interesting to see if it works to GE's advantage.