What Does Native Advertising Mean for Niche Publishers?


Editor and Conference Speaker
Rob O’ Regan tells us about the essential nature of native advertising and what it means to niche magazine publishers.

We recently checked in with Editor Rob O’Regan of eMediaVitals so he could share with us some insights about the session he is leading at the Niche Digital Conference this fall–Native Advertising: Beyond Banners!

Native advertising is an increasingly popular countermeasure to the banner blindness that plagues so many websites – but what is it, really? Is it just a passing catch-phrase that will be become old news soon, like a George Clooney girlfriend?

Nope. It’s here to stay and niche publications have to figure out how best to find the right balance for their audience. 

Native advertising can take many forms, including sponsored editorial, pay-to-play blogging and microsites. Advertisers love the format because it ties them closer to the publisher’s brand; Publishers love the premium prices they can charge for native ad programs.

But there are plenty of risks as well – including the erosion of the church/state divide.  Rob shares his thoughts with us about how to walk the tightrope successfully. [Read more…]

How to Boost Magazine Ad Sales While Maintaining Editorial Boundaries

In this niche digital magazine/blog/e-newsletter world, the lines  between editorial and advertising can get blurred very quickly. Authenticity can turn into a fake girlfriend overnight, if you will.

Last October we featured 20 big ideas in 20 days from the Niche Magazine Community. Many of you who submitted entries emphasized, quite passionately, how important it is to maintain those boundaries between editorial and advertising. Yet few shared how they actually do it – and how other publishers can do it. Setting editorial boundaries is something all publishers struggle with – The Atlantic‘s recent advertorial fiasco is one recent high profile example. Advertorial can be a big money-maker, but not if it comes at the cost of losing your credibility with your readers.

Find inner peace by creating a strategy to manage the needs of advertising and editorial

Find inner peace by creating a strategy to manage advertising and editorial boundaries

Nicole Durham, Publisher of the Oil & Gas Financial Journal, tells us that they have carefully maintained the right boundaries between editorial and advertising by taking a more holistic approach. She explains: “While the past has set the precedent for maintaining a church and state relationship between marketing and editorial, OGFJ recognizes the significance of the role of the advertiser, editor, publication, and branding as a whole. They have all evolved and we must reposition firms based on their area of expertise as opposed to standard advertising.

OFGJ targets top oil and gas executives, financial executives within the oil and gas community, oil and gas service/supply firms, analysts, and investors and taps into all that industry wisdom. What’s the result of the magazine’s repositioning strategy for their advertisers?  These types of partnership “packages” have opened the door for new revenue-generating opportunities and created new successes for their clients. It has also enhanced and expanded the perception of OGFJ within the industry as a top resource for thought leadership.

Kudos to OGFJ for making sure their editorial lines are clear while increasing ad sales at the same time.  Not so easy, as many of you know. What real-world strategies have helped your niche magazine keep clear editorial boundaries while improving ad sales at the same time? Yes, it can be done.  Share with us on Facebook or Twitter.


Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com  Check it out!

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