The Native Advertising Playbook

Generating income is crucial to the viability of any news media, whether they are non-profit or for-profit organisations. Quality journalism costs money to produce. But finding diversified revenue sources to pay for it is a fundamental challenge.

The Native Advertising Playbook casts new light on the complex, overlapping and increasingly coupled relations between consumers and clients that require significant alignment and coordination to succeed. 

Native advertising can be effectively used anywhere there are basic components of a market economy. This publication draws on the experiences of CityDog, an independent digital magazine and a leader of native advertising in Belarus, a country with an authoritarian government, a poor media environment and a “socialist market economy.” The examples spotlight successful native advertising models employed by dynamic independent outlets in Ukraine, Moldova, Kyrgyzstan and Tajikistan – countries with serious but diverse political, economic and media challenges. 

This is the first in a series of Revenue Playbooks where we will look under the hood of more unconventional revenue streams, with an emphasis on timely and useful steps to adoption.