Categories: OLD Media Moves

Reuters’ approach to native advertising

Lucia Moses of Digiday writes Tuesday about Reuters and its native advertising strategy.

Moses writes, “Reuters has a 160-year-old tradition as a news agency serving publishers, but now with its Content Solutions division, it’s extending that reach to help marketers reach a worldwide audience. In addition to Reuters.com, marketers can distribute their branded content across Reuters’ publishing platform, Media Express, with its 750 broadcaster and 1,000 newspaper clients. Reuters last week announced it would give away some of its content to publishers in an effort to grow its customer base. If it works, advertisers will have access to a bigger audience.

“Reuters has been doing custom work for advertisers for a couple of years, including one year under the Content Solutions banner, but it hasn’t talked in detail about the unit before. It’s a 70-person team that reports up to Steven Schwartz, global managing director of the news agency and has offices in New York, London, Delhi, Seoul, Hong Kong and Tokyo. They produced more than 30 campaigns in the past 12 months, for such clients as All Nippon Airways and the Indexed Annuities Leadership Council. Campaigns have in size from two-day affairs all the way up to ones that can run a year or more and cost up to the seven figures. A separate part of the group provides white-label editorial content to Reuters’ news clients.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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