Next question: Is the revenue promise enough for it to be the saviour it is being promised as? Are the clickthrough rates worth it once it becomes commoditized?
White: Brands and marketers don't necessarily measure success on click-through rates. Still trying to find that definition of what is "successful."
Borra notes the Globe doesn't have a lot of data to go on, but paid content can drive as much engagement as editorial. That said, native has the upward trending growth, and no other type of advertising does, right now.
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How do you measure the success of paid content?
White says that click rate is not the most effective measure of success, but they're still trying to figure out what is.
Borra says the Globe doesn't have a lot of data to go on as they've only done one native advertising campaign. But it's looking at all sorts of metrics, such as click rate, time spent, engagement. That being said, native advertising has shown growth while other types of advertising isn't.
White: Postmedia Labs is the innovative thing that Postmedia is doing. We
know it mostly as Gastropost, where users generate content that ends up in
the paper, which they find validating.
White: The better paid content stories are the one in which the brand
paying for it isn't mentioned.
Borra: We haven't stop doing hard hitting journalism just because we're
also doing paid content. The onus is on on us to create good paid content
and not trick anyone.
Bradbury: At the simplest level, the "milk" campaign reminded everyone why
milk is important, and we need to do something similar for journalism. We
need to get serious about telling our audiences what we are serious about.
Final three questions were asked in a bunch and hit on all kinds of topics,
including categories that news orgs perform well in vs. brands.
White brings up the fact that he's trying to educate brands that the best
content is the content that doesn't mention them, but raises awareness
around a topic that's important to them as a brand.
Borra still sees a place for the hard-hitting journalism they do, and wants
the content to afford the news organizations the ability to do that.
Bradbury doesn't think news organizations do a good enough job of educating
the public on why journalists and news organizations need to exist. We need
to get serious about telling people what journalists are serious about.
We'll end the panel on a joke from Ivor Shaprio: This talk was brought to
us by the CJF.
And that wraps it up for this panel! Thanks for following the live blog.
And with that, Natalie Turvey, CJF Executive Director, wraps up the night.