- Meredith is the latest publisher to make an attempt at native advertising in an effort to spark its declining financial performance.
- The publisher's first steps into native ads will appear later this month on the recently revived FitnessMagazine.com.
- Sponsored content will be identified by gray highlighting and the phrase "provided by" the sponsor in columns called "Buzz."
Meredith is in good company— New York Times, Time Inc., and Tribune Publisher have all embraced native advertising. The publisher already has a branded content team called Meredith Xcelerated Marketing department, which should make the transition to sponsored content for its own publications fairly seamless.