7 ms·

I talked to an Australian magazine that will remain nameless where the executive on the other side of the table told me their business model was 100% sponsored

by crdb 11y ago

I talked to an Australian magazine that will remain nameless where the executive on the other side of the table told me their business model was 100% sponsored content. I couldn't tell, from their website. Every single article was a sophisticated ad. He said they were doing fantastically and growing fast, users wanted that kind of stuff. It reminds me of Ogilvy's book on advertising [1]; Ogilvy's experience taught him that informative ads that explained the advantages of the product were most successful with customers. Sponsored content is exactly that, and the opposite might be something like clickbait [2]. Sponsored articles are accessed voluntarily by the customer clicking on them and reading them, and returning to the site; they are unobstrusive being mostly made of text and of (relatively) higher editorial quality, with good photography and so on. I wonder if they are the future of advertising. On the topic of being unable to filter advertorial content from, well, content, I don't think it's as clear cut as ads vs not-ads, since every writer has their own set of opinions and presents their world view only (with few exceptions). A necessary life skill is critical thinking, learning to dissect an argument, examine its assumptions and data, and come to an independent conclusion as to the point it is making. [1] core principles are summarized in his "house ad": http://smartonlinesuccess.com/wp-content/uploads/2012/04/david-ogilvy-how-to-create-advertising-that-sells.jpeg http://smartonlinesuccess.com/wp-content/uploads/2012/04/dav... [2] famously (NSFW): http://www.lazygamer.net/general-news/a-history-of-evony-ads-the-insanity-continues/ http://www.lazygamer.net/general-news/a-history-of-evony-ads...

vidarh 11y ago
In Norway, this would basically require them to disclose the sponsorship on each and every post... I wonder how having to do that would affect such a model... In other words: Do users care?
- DanBC 11y ago
  Same in UK. The regulators are pretty strict that sponsored content has to be clearly labelled as such before the user clicks the link. http://www.theguardian.com/media/2014/nov/26/vloggers-must-tell-fans-paid-adverts-asa-rules http://www.theguardian.com/media/2014/nov/26/vloggers-must-t... http://www.bbc.co.uk/news/uk-30203816 http://www.bbc.co.uk/news/uk-30203816 https://www.asa.org.uk/News-resources/Media-Centre/2014/Making-ads-Clear-The-challenge-for-advertisers-and-vloggers.aspx#.VhOo4XXd-Rs https://www.asa.org.uk/News-resources/Media-Centre/2014/Maki...
  - oneeyedpigeon 11y ago
    Wait, so if I link to someone else's sponsored content, I need to declare that it's such? Surely that can't be the case.
    - pjc50 11y ago
      No, only if you've got some connection with the content sponsor.
    - DanBC 11y ago
      If Oreo cookies give me money and I make videos about Oreos I need to include the word "advert" or similar in the name of the video. You can link to that how you like. I can't, I need to make sure there's a difference between promoted content and my real content.
kawsper 11y ago
In Denmark, you are required by law to state if an article is paid content or not. The law extends to both articles in magazines, but also the web, including blogs. The ads are not only happening in articles, it is also happening on Vine, where companies sponsor videos of popular users: http://mashable.com/2014/07/22/sneaky-vine-ads http://mashable.com/2014/07/22/sneaky-vine-ads https://www.youtube.com/watch?v=2YhqXUekgEc https://www.youtube.com/watch?v=2YhqXUekgEc
- oneeyedpigeon 11y ago
  How on earth do they define that? If an advertiser gives me a discount off their product, does that count? What if an advertiser provides a "review copy" of something? What if a company already pays for advertising on my site, and I write about one of their products?
  - kawsper 11y ago
    It is written like this: >§4. An advertisement shall be designed, in a way that it will be clearly recognisable as an advertisement of whatever form and whatever media in which it is placed." If you receive a review-copy you should state that, and if you get a discount you should also write that. I am not sure about if the company already pays for advertisement, but they want to stop hidden advertisements. Some bloggers have received hefty fines for violating this, but it seems like the readers are more used to the concept now.
    - digikata 11y ago
      How does this work in TV programs where there are embedded product placements?
      - kawsper 11y ago
        It is a mess. On all Danish produced TV production created after 01/07-2013, product placement is banned. This includes films as well, since they can be broadcasted. But foreign produced films and series are not included in this, so we can still be able to enjoy James Bond on TV. The trade association suggested to show a notice in the program, or afterwards, when they used product placement, but it was never put in law, and was it was banned instead.
ableal 11y ago
> core principles are summarized in his "house ad": http://smartonlinesuccess.com/wp-content/uploads/2012/04/david-ogilvy-how-to-create-advertising-that-sells.jpeg http://smartonlinesuccess.com/wp-content/uploads/2012/04/dav... "#32 Yes people read long copy [...] (This page contains 1909 words and you are reading it.)[...]" Found a text transcript here, mentions late '60s publication: http://www.infomarketingblog.com/ogilvy-mather-direct-ad-4-how-to-create-advertising-that-sells/ http://www.infomarketingblog.com/ogilvy-mather-direct-ad-4-h...
- crdb 11y ago
  Yes things are different today, but not so different. For example, he mentions in his books that people enjoy having something to read whilst waiting for a bus. I personally love long wordy ads in the metro or on the bus as they help me pass time between stops. Even when the content is utter crap. He sold Rolls-Royce by going and talking to their engineers - at the plant! - and figuring out what made the cars special. Then he wrote a snappy line that captured the gist of it, and some text underneath for those interested enough to keep reading. The ad [1] is now a classic in the industry. Interestingly, his position was that he would never do political advertising. Key to the success of his ads were telling the "truth" about the advantages of your product (sure, embellish it, but do not lie as you get found out) and he was disgusted by the fact all political campaigns were entirely made of lies and often attacks. [1] http://bordiniuc.com/wp-content/uploads/2010/02/1ss01.jpg http://bordiniuc.com/wp-content/uploads/2010/02/1ss01.jpg
  - ableal 11y ago
    The Rolls ad is a blast. The man sure loved to toss some emphasis in them there texts ...
pjc50 11y ago
People have mentioned other countries, but even the US FCC has endorsement rules: https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking https://www.ftc.gov/tips-advice/business-center/guidance/ftc...
6stringmerc 11y ago
In talking to a person who at the time worked for a magazine in the music industry, I also learned that a predominant amount of content was sponsored - either submitted and paid for by publicists, record labels, or another entity. I'm not a follower of "music bloggers" but I am aware there have been some sponsored content / pay-to-review type inorganic accusations thrown about as well. Payola never really died, it simply evolved and went digital.
PavlovsCat 11y ago
> He said they were doing fantastically and growing fast, users wanted that kind of stuff. So he said, and maybe even believes, yet the magazine will remain nameless, and from looking at the website even a knowledgeable person wasn't able to tell it's all sponsored content.

by crdb 11y ago

vidarh 11y ago

In Norway, this would basically require them to disclose the sponsorship on each and every post... I wonder how having to do that would affect such a model... In other words: Do users care?

DanBC 11y ago
Same in UK. The regulators are pretty strict that sponsored content has to be clearly labelled as such before the user clicks the link. http://www.theguardian.com/media/2014/nov/26/vloggers-must-tell-fans-paid-adverts-asa-rules http://www.theguardian.com/media/2014/nov/26/vloggers-must-t... http://www.bbc.co.uk/news/uk-30203816 http://www.bbc.co.uk/news/uk-30203816 https://www.asa.org.uk/News-resources/Media-Centre/2014/Making-ads-Clear-The-challenge-for-advertisers-and-vloggers.aspx#.VhOo4XXd-Rs https://www.asa.org.uk/News-resources/Media-Centre/2014/Maki...
- oneeyedpigeon 11y ago
  Wait, so if I link to someone else's sponsored content, I need to declare that it's such? Surely that can't be the case.
  - pjc50 11y ago
    No, only if you've got some connection with the content sponsor.
  - DanBC 11y ago
    If Oreo cookies give me money and I make videos about Oreos I need to include the word "advert" or similar in the name of the video. You can link to that how you like. I can't, I need to make sure there's a difference between promoted content and my real content.

kawsper 11y ago

In Denmark, you are required by law to state if an article is paid content or not. The law extends to both articles in magazines, but also the web, including blogs. The ads are not only happening in articles, it is also happening on Vine, where companies sponsor videos of popular users: http://mashable.com/2014/07/22/sneaky-vine-ads http://mashable.com/2014/07/22/sneaky-vine-ads https://www.youtube.com/watch?v=2YhqXUekgEc https://www.youtube.com/watch?v=2YhqXUekgEc

oneeyedpigeon 11y ago
How on earth do they define that? If an advertiser gives me a discount off their product, does that count? What if an advertiser provides a "review copy" of something? What if a company already pays for advertising on my site, and I write about one of their products?
- kawsper 11y ago
  It is written like this: >§4. An advertisement shall be designed, in a way that it will be clearly recognisable as an advertisement of whatever form and whatever media in which it is placed." If you receive a review-copy you should state that, and if you get a discount you should also write that. I am not sure about if the company already pays for advertisement, but they want to stop hidden advertisements. Some bloggers have received hefty fines for violating this, but it seems like the readers are more used to the concept now.
  - digikata 11y ago
    How does this work in TV programs where there are embedded product placements?
    - kawsper 11y ago
      It is a mess. On all Danish produced TV production created after 01/07-2013, product placement is banned. This includes films as well, since they can be broadcasted. But foreign produced films and series are not included in this, so we can still be able to enjoy James Bond on TV. The trade association suggested to show a notice in the program, or afterwards, when they used product placement, but it was never put in law, and was it was banned instead.

ableal 11y ago

> core principles are summarized in his "house ad": http://smartonlinesuccess.com/wp-content/uploads/2012/04/david-ogilvy-how-to-create-advertising-that-sells.jpeg http://smartonlinesuccess.com/wp-content/uploads/2012/04/dav... "#32 Yes people read long copy [...] (This page contains 1909 words and you are reading it.)[...]" Found a text transcript here, mentions late '60s publication: http://www.infomarketingblog.com/ogilvy-mather-direct-ad-4-how-to-create-advertising-that-sells/ http://www.infomarketingblog.com/ogilvy-mather-direct-ad-4-h...

crdb 11y ago
Yes things are different today, but not so different. For example, he mentions in his books that people enjoy having something to read whilst waiting for a bus. I personally love long wordy ads in the metro or on the bus as they help me pass time between stops. Even when the content is utter crap. He sold Rolls-Royce by going and talking to their engineers - at the plant! - and figuring out what made the cars special. Then he wrote a snappy line that captured the gist of it, and some text underneath for those interested enough to keep reading. The ad [1] is now a classic in the industry. Interestingly, his position was that he would never do political advertising. Key to the success of his ads were telling the "truth" about the advantages of your product (sure, embellish it, but do not lie as you get found out) and he was disgusted by the fact all political campaigns were entirely made of lies and often attacks. [1] http://bordiniuc.com/wp-content/uploads/2010/02/1ss01.jpg http://bordiniuc.com/wp-content/uploads/2010/02/1ss01.jpg
- ableal 11y ago
  The Rolls ad is a blast. The man sure loved to toss some emphasis in them there texts ...

pjc50 11y ago

People have mentioned other countries, but even the US FCC has endorsement rules: https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking https://www.ftc.gov/tips-advice/business-center/guidance/ftc...

6stringmerc 11y ago

In talking to a person who at the time worked for a magazine in the music industry, I also learned that a predominant amount of content was sponsored - either submitted and paid for by publicists, record labels, or another entity. I'm not a follower of "music bloggers" but I am aware there have been some sponsored content / pay-to-review type inorganic accusations thrown about as well. Payola never really died, it simply evolved and went digital.

PavlovsCat 11y ago

> He said they were doing fantastically and growing fast, users wanted that kind of stuff. So he said, and maybe even believes, yet the magazine will remain nameless, and from looking at the website even a knowledgeable person wasn't able to tell it's all sponsored content.