Dive Brief: 

• 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." 

Dive Insight: 

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.