KNOW THE FORCE BEHIND MOST FASHION NEWS?
It’s not the need-to-know.
With readers shunning subscriptions and switching sources at paywall stops, in-content advertising is the publication’s path to turning profit. Quality content doesn’t come cheap. Though ironically, it’s this quality-attempt making editorial anything but beneficial.
A sponsored story, affiliate link, loaded review–these are native advertising tactics, brands buying spaces in a magazine’s type. They blend marketing pitches into supposedly objective editorials. Sometimes editors disclose native advertising. At others times, publishers feel no transparency obligation because implementations are indirect and article-diversified.
Regardless, the fashion conversation is changed. It becomes a “buy now” instead of a “be informed,” always laced with a positive sentiment. Publications may aim for review opinion objectivity, act like recommendations would be given regardless, and falsely conclude their “feature” topic wasn’t tainted with “what will appeal to media buyers.” But, digital analytics pressure journalists to send audiences to their marketing partner’s sites. If there is not enough through-traffic, marketers won’t buy a second ad. Journalists need to talk-up to stay-a-float
Advertisers aren’t “bad guy”s. Display ads (the traditional banners and videos) don’t activate audiences to click-through or increase brand-likings. Native advertising seems a mutual-benefit solution between millennials and marketers. Rather than push pitches on readers, why not pull them in, wrap marketing materials with informative writing?
–because, when we make loaded content appear the perspective of an authoritative, trusted source, that pull becomes another direct-marketing push.
Haute Headline gets it; if native advertising keeps content free do audiences care? Maybe for “how to” magazines and the “buy this” blogs, audiences accept native ads as a moot. But without accompanying sources to critique the conversation (a purpose blogs served before brands started buying them out), readers start not-stopping for a loaded story.
Haute Headline knows we need advertising. We just won’t be the average advertising channel.
Native ads have an audience-beneficial place, at brand home-sites. If marketers replace “must-buy”s at their display-ad destinations with relevant, engaging material, more audiences will click-through. This saves the brand from cynical claims and frees journalistic content from the construct of collecting commissions.
It’s also exactly how we operate. Brands are welcome to display ads separate from our content, and we’re happy to strategize and create engaging material for the link’s end.
Haute Headline has no value without our readers. We’re writing the content they deserve.
Wondering how we cover costs ?
- DISPLAY ADS in a sidebar or under a post*: These ads (static or dynamic by reader activation) are client-provided to sizes we approve. We never put ads above our homepage’s “fold” or allow for any degree of page takeover.
- A brand’s display Ad will never appear in the sidebar next to or under an article that mentions the brand.
- FEATURED “BLOCK”s at the end of our homepage: Haute Headline always displays an editor-chosen slideshow, two featured-story blocks, and a strip of runway reviews on the homepage. These stories are featured due to reader relevance, and with no monetary motivation. Advertisers can pay to feature content Haute Headline has already written about them (prior to any deals made) in a third featured block labeled “PARTNER PERSPECTIVE” on the homepage.* This block will be audience visible only if an advertisers are using it in order to clearly disclose purchased spaces.
- Haute Headline never accepts payment for discussing/featuring a brand within our content
- Haute Headline never solicits advertisers to our site with content we have/ plan to write about them.
- COMMISSIONED STRATEGY AND/OR CONTENT Haute Headline develops for client’s websites, social sites, blogs, and physical locations. Due to the ease of digital dissemination, we require any written material in Haute Headline’s voice is marked as advertising. Clients are free to disclose advertising material we create that does not mention Haute Headline to their chosen degree. Though, Haute Headline always encourages brands to label advertising as a best-practice.
- CLIENT PROVIDED PRODUCTS AND EVENT ATTENDANCE SPONSORSHIP allow Haute Headline to review and photograph new products/events the publication would not typically have funds to pay for. Haute Headline does not guarantee reviews or photographs of products sent, and will disclose any product acquisition/event attendance made possible by a brand.*
- Haute Headline never accepts payment to acquire products/attend events, and gives all products recieved away to subscribers after use.
- Haute Headline never solicits products directly.
- In attempt to keep discussion ethical, Haute Headline encourages brands providing products to include additional samples Haute Headline will send randomly-selected readers for supplemental opinions.
*If a reader feels advertising of any form is compromising Haute Headline’s content, we encourage those readers to send their critiques . Haute Headline promises to publish any advertising critique under the content in-question, given the review has no hate-speech, threats, or profanity. If a reader comment is deemed to not be publishable, Haute Headline will contact that reader with the sections at-issue so they may revise to an acceptable quality.
IS YOUR BRAND FASHIONING A BETTER WORLD?
Let us know. Do-gooders get advertising space* free of charge.
*all ads in these spaces must be relevant to the socially responsible work the brand is doing.
Fancy a Conversation?
If you have a question, concern, or are interested in a media kit contact email@example.com. Emails are checked daily. Haute Headline sends email correspondence within the week of initial contact.