Aired March 5, 2014
The March 5 edition of Marketing Matters on Business Radio Powered by Wharton, SiriusXM 111 provided listeners with a primer on Native Advertising: marketing content that appears within a website’s main content feed and which often resembles the editorial content of that website. Guest Tessa Gould, director of Native Advertising for the Huffington Post, offered her site’s partnership with IBM as a case study in how editorial and marketing content co-exist and are reconciled. Guest Tim Clark, the Head of Brand Journalism at SAP, spoke about SAP’s partnership with Forbes and explained how SAP functions as a “content lab” for material that is then posted as sponsored content on Forbes’ site. Finally, Bob Garfield, host of NPR’s “On the Media” outlined the news media’s importance as a “third party” in the relationship between advertisers and consumers, and warned that Native Advertising “only works when it deceives,” and therefore risks weakening the credibility of those who employ it.
The Wharton Future of Advertising Project will air programs monthly on Marketing Matters, a weekly call-in show airing on Wednesdays from 5pm to 7pm on Sirius XM Channel 111, Business Radio powered by Wharton. The next edition of Marketing Matters featuring WFoA will air on Wednesday, April 2nd from 5pm to 7pm. Programs will be rebroadcast throughout the month. Full channel information available here: http://businessradio.wharton.upenn.edu/
-Matt Wiegle, WFoA Program Assistant