Sunday People launches seven-day website on native advertising model

The Sunday People has launched a seven-day website for the title which will be run by a separate editorial team.The website – which has a strapline of ‘news without the boring bits’ - will be funded entirely by native advertising, meaning advertising will be more ‘naturally’ in-built within the content of the website instead of display.The layout and style of the website, which is built on the Wordpress blogging platform, has been well-received on social networking site Twitter, on which the newspaper brand has a bold presence with its @thesundaypeople account.According to Press Gazette, the concept of the website’s funding model came from Trinity Mirror’s director of Sunday brands, Sue Douglas.A recent report claimed that the native advertising concept could provide a financial boost for an online journalism industry struggling to monetise itself, provided commercial content is clearly labelled.Press Gazette reported that a sneak preview of the website before it went live did not flag up commercial content within editorial as having been paid for. However, Douglas said the site at that point was only a “working draft”.The website will be staffed by three daily shifts of people working seven days a week, and plans to publish at least 20 ‘tiles’ a day.