PRESIDENT’S COMMENT
Going native
with more than 600 delegates spending two days being completely absorbed in a programme of speakers that were insightful, challenging, exciting, and, in the case of Steve Hannah, completely hilarious. Steve Hannah is CEO of The Onion,
T
If you don’t know it, The Onion styles itself as “America’s Finest News Source”, but in reality it is, to quote Wikipedia, an “American digital media company and news satire organisation”. Steve’s presentation in Berlin outlined The Onion’s journey from analogue to digital. It was done in a style completely true to the brand, containing those elements of self- deprecation, the pricking of pomposity, and the disparagement of here-today-gone- tomorrow fads that the Onion audience laps up. Without ever using the word
ricky thing, this native advertising. The Digital Innovators’ Summit in Berlin in March was our biggest ever,
commentator Bo Sacks, warns that native advertising risks diminishing a brand’s values in the eyes of the reader. When executed badly – usually with an eye solely on revenue rather than quality of content – he is plainly right. Whether native advertising is a good thing
or a bad thing is as much a debate about the nature of the human condition as it is about advertising standards. My personal belief is that if you simply grab the advertising dollar and cheat the reader, you will be found out, and the reader will punish you. Native advertising seems to tick so many
of the boxes that play to the strength of magazine brands. Like no other media we have a deep and emotional engagement with our audiences. We know them well, and for years – with advertorials, reader competitions and the like – we have always had a relationship with sponsored content. As we move onto digital platforms with their very accountable measures we are
The debate over native advertising is as much about the nature of the human condition as it is about advertising standards
‘native’, Steve also explained how after spending years rejecting approaches from brands, they eventually in 2013 created the Onion Lab, a creative services agency, to work with brands to produce sponsored content totally in keeping with the values of The Onion. Steve showed examples and it was clear that the Onion audience was being entertained, the brand owner was getting fabulous content, and that The Onion was having fun and making money. When it’s as seamless as this, everybody’s
happy. Yet the debate about the ethics of native advertising is creating strong divisions, and in some countries various competition authorities and self-regulatory trade bodies are starting to stir. In Berlin, my good friend, the American media
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able to demonstrate to advertisers real effectiveness. It’s why more and more magazine groups are offering native advertising solutions, and why more and more advertisers are attracted by the way we make their messages more relevant and create more engagement. More importantly, it explains why yields for native advertising are increasing. In my discussion with Bo Sacks we talked
about the origins of Elle. It was launched in France in 1945 by Jean Prouvost, who just happened to be one of Europe’s top textile industrialists. Launching a fashion magazine seemed a good way of engaging an audience who would want his cloth. It wasn’t called native advertising then, but it was. Plus ca change plus c’est la même chose.
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president, Axel Springer International, Axel Springer, Germany Mike Marchesano, managing director, ABM, USA Yolanda Ausín Castañeda, general manager, ARI, Spain Eckart Bollmann, executive board member, Bauer Media Group, Germany Shi Feng, president, China Periodicals Association (CPA), China Pierre Lamunière, chairman, Edipresse Group, Switzerland Fabio Barbosa, CEO and editorial board member, Editora Abril, Brazil Rodrigo Sepúlveda, CEO, Editorial Televisa, Mexico Juha Blomster, chairman Finnish Periodical Publishers Association and CEO, A-lehdet, Finland Marcelo Burman, president and CEO, Grupo Cerca, Costa Rica Rolf Heinz, president and CEO, Groupe Prisma Média, France Victor Shkulev, chairman of the board, Hachette Filipacchi Shkulev/InterMediaGroup, Russia Rupert Heseltine, chairman, Haymarket Media Group, UK Duncan Edwards, president and CEO, Hearst Magazines International, USA Aroon Purie, chairman and editor-in-chief, The India Today Group Munefumi Bando, chairman, JMPA and COE, Kurashi-no-techo, Japan Young Chull Kim, chairman and group publisher, Kaya Media Corporation, Korea François Coruzzi, executive vice president international, Lagardère Active, France Mary Berner, president, Magazine Publishers of America, USA Carlo Mandelli, chairman and chief executive, Mondadori International Business, Italy Terry Adamson, executive vice president, National Geographic Society, USA Barry McIlheney, CEO, PPA, UK Svida Alisjahbana, director, PT Gaya Favorit Press (Femina Group), Indonesia Enrique Iglesias, CEO, RBA Revistas, Spain Ken Whyte, President, Rogers Publishing, Canada Henk Scheenstra, COO content media, Sanoma Media Netherlands Wiluck Lohtong, president, Siam Sport Syndicate Public Co., Thailand Lisa Gokongwei- Cheng, president, Summit Media, The Philippines James L. Jacovides, vice president, international, Time Inc., USA Liu Jiang, president, Trends Media Group, China Stephan Scherzer, CEO, Verband Deutscher Zeitschriftenverleger, Germany (Ex-oficio) Enrique Micheli, executive director, Asociación Argentina de Editores de Revistas (AAER), Argentina
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