The Globe and Mail releases new guide on Native Advertising

globenawhitepaper-inWritten by The Globe and Mail Media Group in partnership with Polar and titled A (Mostly) Definitive Guide on Native Advertising, the new 14-page whitepaper provides a definition of the complex and often misunderstood term “Native Advertising” and outlines how marketers can add it to their toolkit. It also provides best practices and shares case studies of powerful brands that have achieved success in this area. Native advertising has emerged as a way of connecting consumers, brands and news organizations through thought-provoking content. The definition, however, is contentious. Is it content created by a publication for a brand? Is it content created by a brand, but placed on a publication’s print or digital property? Is it treated like editorial content with regard to its placement? Is it simply a section “sponsored” by a brand, or does the company have a say in the editorial content? The short answer, said the report’s creators, is all of the above.

Native Advertising is not a new concept, as media organizations and magazines have run “sponsored content” and/or “advertorials” for decades. Its rise, said the report, is the result of a combination of factors driven by a brand’s desire to find more effective ways of connecting with their consumers, the need for new revenue models on the part of the publications, and the ‘democratization’ of content. But what’s the point of creating content that entertains and informs consumers if you have to spend equally as much time promoting the content to drive views? The new Globe and Mail whitepaper explores these issues and much more.

To download the free whitepaper, please visit



Tony Curcio is the editor of Graphic Arts Magazine.