Date

12-2015

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

With the arrival of the digital age of journalism, the industry has seen massive changes in the past 10 years. Those changes extend to the financial operations of journalism as well, where advertisers have been forced to follow suit as readers’ consumption habits move from print to digital. Traditional digital advertising solutions are not ideal for any party involved — they’re intrusive for readers and ineffective for advertisers. Native advertising, an emerging source of revenue where advertising content is created to look like editorial content, is becoming a big part of the digital advertising equation for some media companies. This study investigates industry practices for native advertising, as well as how it’s being perceived by readers, all with the goal of implementing it at the college level and providing a guide for any publication to implement native advertising.

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