A number of industry experts will gather in March to discuss the future of native advertising and content marketing.
The forum for this eagerly anticipated discussion will be the 2014 NAA MediaXchange conference.
On Thursday, The Newspaper Association of America announced the panel discussion in question, entitled “The New Native: Content Marketing – How does it work for audiences, advertisers and journalists?”
The conference is scheduled to take place March 16-19, 2014 in Denver, Colorado.
Organizers say the event will feature industry leaders addressing key topics including emerging digital trends, evolving revenue strategies and the transformation of news media.
“Native advertising became one of the hottest topics in the advertising industry in 2013, culminating in December when the Federal Trade Commission hosted a native advertising workshop,” Thursday’s announcement reads. “Sponsored content and content marketing has existed in many years in print but the shift to digital media has changed what forms this type of marketing can take on. During this panel discussion, industry executives will share their thoughts on how it can be used to engage audiences, increase return for advertisers and benefit journalists.”
The panelists will include executives and leaders from such companies and publishing giants as Dell Global Communications, NewsCred, Chicago Tribune, and The New York Times.
“We are thrilled to welcome these industry heavyweights to our 2014 MediaXchange conference for this intriguing panel discussion to share their insights on advertising’s hottest topic,” says Caroline Little, NAA president and CEO. “Advertising is vital to the newspaper media industry and the rise in awareness and interest for content marketing over the past six months made this panel a must for our program. This panel will give attendees an executive’s perspective on the best practices to ensure content marketing benefits advertisers, readers and journalists.”