- The Washington Post is bringing the concept of native advertising to its print editions under the label of "sponosor generated content."
- The offering includes units like the "agenda setter," which is wrapped around part of the front page with both display advertising and editorial-style copy, and another style nestled among true editorial content on the inner fold.
- The native ads are an extension of the paper's BrandConnect program and are likely to start running in the third or fourth quarter; the Post declined to comment on customers or pricing.
From the article:
"Like many big-city dailies, the Post has struggled to make its digital revenues keep pace with losses on the print side. During the second quarter of this year, the Post saw print advertising revenue fall 4% year-over-year to $54.5 million, while digital revenue declined 5% to $29.5 million."