Dive summary:
- The New York Post revamped its digital site, including a new design and a new set of ad products.
- The site was long due for an update as it was clunky and reminiscent of the 1990s; the new site is clean and modern with an emphasis on mobile accessibility.
- In addition, the Post is rolling out a content studio that will work with advertisers to produce "native" content that feels natural to the page; the ads will be developed to run across digital, print and social channels.
From the article:
"The content studio will be run by Brad Feldman, formerly of Time Inc., and will put a team of Post creatives, writers and an 'army of freelancers' to work for brands to create ads that will be appealing to Post readers but also push the brand's message home. In one "dispatch," the term the Post will use for these native ads, HBO and the Post developed an article looking at both NFL players and Boardwalk Empire characters seeking revenge in their coming seasons. Darrelle Revis, the former New York Jets cornerback, was among those listed."
