Desperate to find new sources of advertising
revenues, major publishers are turning to paid content and native advertising,
in essence, allowing advertising clients to present marketing messages in
formats resembling editorial content.
The latest publisher to join the trend is The
Washington Post, which unveiled a new paid-content feature, “Brand
Connect,” which includes placement on the “front page” of the newspaper’s Web
site.According to WaPo, marketing messages delivered via “Brand Connect” benefit from their adjacency to the Web site’s real editorial content.
