Dive Brief: 

• In its Q3 earnings report, the New York Times reported a 16.5% increase in digital ad revenue it says was fueled by native advertising. 
• Digital advertising raked in $38.2 million in Q3, which accounts for more than a quarter of overall ad sales. 
• According to the Times, its Paid Post product is what propelled the growth in digital sales—it a native ad product that resemble editorial, but isn't produced by the newsroom. 

Dive Insight:

This is good news for the New York Times, which had to slash 100 jobs earlier this month because of declining print ad revenue. Despite that, The Grey Lady has been a trailblazer in native advertising with its long-form content for Netflix and Cole Haan.  And given its reputation—brands can easily see the value in producing content that mimics the look of the New York Times editorial.