Politico’s first few days off Capitol Hill

When Allbright Communications bought the website Capital New York on Sept. 3, there were several questions floating around but mainly, there was doubt.

Allbright owns Politico, one of the powerhouses for political news in Washington D.C. Politico has come a long way since its inception in 2007 and grabs the attention of roughly 5 million Americans every month.  It also publishes a newspaper four days a week that is free to pick up and brings in a good percentage of its revenue through advertisements. According to BusinessWeek, “the ads that appear in Politico come in two flavors: issue-advocacy advertising, in which a group attempts to influence a specific bit of pending legislation; and corporate image advertising, in which a company tries to burnish its own reputation in Washington.”

Politico took on the project in order to revamp the site to be focused on New York City and State politics and media coverage, rather than hyperlocal reporting. It’s part of a larger mission to “colonize” and cover politics in large markets. If all goes well in New York, Politico is looking to further broaden its horizons. Continue reading →

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The New Republic steps up its native advertising game

Upon entering The New Republic’s website today, I was greeted by the top story featuring a beautiful portrait of the Irani president, Hassan Rouhani.

But underneath the top story are several categories, ranging from public health to TV.  However, the first category is one labeled “sponsored content“.

There are several names floating around the internet for this kind of marketing (like “branded content”) but the concept, no matter what you call it,  is the same: advertisers are developing advertisements to look like news articles to lure in viewers.

Continue reading →