Time Inc. Archives - Tan Media

Native advertising – your Time (Inc) has come

By | Marketing, Native advertising

It’s incredibly satisfying when the big movers and shakers in the media world start showing that they believe what you have believed, and shouted about, for at least this millennium; the raw power of native advertising.

Only a few days ago the mighty Time Inc. announced the formation of a new eight-person team whose mission is to build their profile in developing native ads. This is no ‘toe-in-the-water’ venture either; CEO Joe Ripp has put two of his top people in charge; chief content officer Norm Pearlstine and executive vice president Mark Ford.

Pearlstine and Ford were not slow to get started, quickly grabbing Chris Hercik, previously creative director of the Sports Illustrated Group, as vice president for the native commitment and both Hercik and Ford have already joined the front line to deal with the native detractors.

‘We’re not trying to trick people. We’re just trying to create great content’, Ford reassured those who are still coming to terms with the spirit of native content. Hercik too disputes any suggestion that it is underhand, “Creativity is agnostic, as long as it is mutually beneficial to the brand and the advertiser”. Read More