Futures Lab Video #42: News Marketing, Data Security and Native Advertising

    by Reuben Stern
    January 15, 2014
    Mizell Stuart III of E.W. Scripps in a screenshot.

    Reported by Reuben Stern, Chelsea Stuart, Teddy Nykiel and Olga Kyle.

    This week we learn about a renewed effort to market the value of news, hear tips on keeping data secure, and explore the world of native advertising.

    "We're not using our marketing people to sell subscriptions. We're using them to tell our story and underscore the value that we create for our communities." - Mizell Stuart III, E.W. Scripps Company


    PART 1: Marketing the value of news

    Amid ever-increasing online competition for readers’ attention, some news organizations are rethinking the way they promote themselves. We hear from Mizell Stewart, vice president of content for the newspaper division at the E.W. Scripps Company, and Monica White, director of marketing at the Ventura County Star, about what they are doing differently.
    [To skip directly to this segment in YouTube, click here.]

    For example:

    After a spate of wildfires in Ventura County in May 2013, the Ventura County Star created a series of ads featuring Instagram photos that reporters and photographers took while covering the fires. The goal of the campaign was to give readers a behind-the-scenes look at how the Star covered the fires.



    PART 2: Data security for journalists

    With digital privacy an increasing concern, we explore a few things journalists can do to better protect their work and their sources.
    [To skip directly to this segment in YouTube, click here.]

    For more information:

    Poynter offers this list of 15 things journalists (and everyone) should know about digital security.

    From basic preparedness to armed conflict and natural disasters, the Committee to Protect Journalists offers a security guide to covering the news.

    Global Journalist Security offers workshops, digital security classes, safety management services and more.

    Knowledge Bridge compiled advice to advance digital security for journalists that includes everyday precautions and higher risk recommendations.

    The International Journalists’ Network offers this guide on how to encrypt documents, and why it is important.

    PART 3: Native advertising at Forbes

    Native advertising — i.e., material from advertisers that looks a lot like traditional news or feature content — is both a promising revenue stream for publishers and a source of concern among those who say it blurs the lines and confuses readers. We take a look at how native advertising has been working at Forbes, which has allowed brands to publish their own materials directly through the Forbes website for several years.

    [To skip directly to this segment in YouTube, click here.]

    For more information:

    The Federal Trade Commission recently held a workshop to explore the blurring of digital ads and content that raised questions about regulating best practices and the move toward mobile.

    Forbes offers a glimpse into the development and details of BrandVoice, saying it all comes back to content quality.

    The New York Times Public Editor Margaret Sullivan explains how the newsroom plans to introduce native advertising while protecting editorial integrity.

    Reuben Stern is the deputy director of the Futures Lab at the Reynolds Journalism Institute and host and co-producer of the weekly Futures Lab video update.


    The Reynolds Journalism Institute’s Futures Lab video update features a roundup of fresh ideas, techniques and developments to help spark innovation and change in newsrooms across all media platforms. Visit the RJI website for the full archive of Futures Lab videos, or download the iPad app to watch the show wherever you go. You can also sign up to receive email notification of each new episode.

    Tagged: data security marketing native advertising privacy promotion
    • Sara Junior James

      Data security has become increasing concern these days. The best way to secure your precious and sensitive data is to use encryption software such as Data Protecto. I personqally use this software and it has worked exceptionally well when it comes to encryption or protection of data.

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