- 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.
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.