Bezos’ first move? Washington Post to offer advertisers native print ads
The Washington Post, bought over by Amazon founder Jeff Bezos earlier this month, is reportedly planning to offer native print ads to advertisers.
An ‘Agenda Setter’ would wrap around a section of the newspaper’s front page and feature both advertising and copy resembling editorial content. Another sits on the fold inside the paper, according to AdAge.
The space will be clearly marked as ‘sponsor generated content’.
The Washington Post’s chief revenue officer, Kevin Gentzel explained: "I think that a big part of native is to create experiences for brands in places in the printed pages where there wasn't formerly advertising,"
He added: "Pricing will include a premium on top of normal print charges."
It would extend the BrandConnect programme currently offered to online advertisers like IBM, Lincoln, Mercedes, Audi, CTIA and Dairy Management. However it offers brands a space to be more engaging with timely, topical ads.
The roll out is expected later this year.