NATIVE ADVERTISING AS A NEW ADVERTISING MODEL IN THE ONLINE JOURNALISM

Abstract

The challenges of getting conventional ads for online newspapers and the prohibitive applications that readers load on their computers not to see pop-up advertisements have forced online newspapers and advertisers to create new ad models. In response to the profusion of content marketing and brand journalism initiatives developed by advertisers, who directly create and AJIT-e: Online Academic Journal of Information Technology 2016 Fall/Güz – Cilt/Vol: 7 ‐ Sayı/Num: 25 DOI: 10.5824/1309‐1581.2016.4.007.x http://www.ajit‐e.org/?menu=pages&p=details_of_article&id=234 124 diffuse their own content, traditional publishers have started to propose their own brand-related content offerings: they developed hybrid techniques that mix editorial and promotional content to help brands distribute information rich advertising. This new method is called “native advertising”. Native advertising emerged on January 14, 2013, as a result of a published article about The Scientology Church in The Atlantic magazine. The article resembles other articles published in the magazine. The distinctive feature of this article was the "sponsor content" clause in the upper corner. At the same time, these ads, which are in accord with features of online newspapers such as content formats, page edits and fonts, have also been criticized for blurring discrepancies between editorial content and advertising. In the United States, Buzzfeed, Gawker Media, Forbes, the Washington Post and Atlantic Media have put into practice a more nativel advertisement that goes beyond the scope of a selected theme by advertisers. Onedio, Listelist, as well as online sites such as Hürriyet, Milliyet, have also presented native advertising models to advertisers in Turkey. Some of these news sites allow advertisers to produce content, while others help the advertiser to produce content. The aim of study is to conceptually explain native advertising as a new advertising model and the study gives practical examples from Turkey and the world. This study is important for being a source for people who worked in the field of online advertising and journalism.