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Hearst’s Troy Young is a Fan of Native Advertising

Troy Young, who was just named president of Hearst Magazines Digital Media, a new role at Hearst, is a fan of native advertising. In an interview with Ad Age, he said that every publisher was going to have to incorporate native ads in the future, and the main obstacle is making them appealing to readers:

There’s a lot to come on the native side, and I’m glad the market is rallying around the idea, but really it’s a natural evolution of doing a couple of things: Making the advertising fit more elegantly in the content experience, and making it more interesting and removing the friction from consuming it, which was always the problem with legacy advertising experience.

Now it’s about putting something back in for the user. Give them value or you’re dead. It’s a natural evolution. I think it’s all good and every publishing company is going to have to deal with it.

We’ve never read a native ad or a sponsored post. We honestly can’t see a time when we will. However, publishers have to make money, so they might as well try to make them interesting. To quote Seinfeld, good luck with all that.

Check out the full interview with Young here.

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Lauren Berger Writes New Book for Young People Entering "Real World"

Lauren Berger Welcome to the Real WorldCareer Expert, Lauren Berger, releases her second book, Welcome to the Real World: Finding Your Place, Perfecting Your Work, and Turning Your Job Into Your Dream Career (Harper Business), on April 22nd. In this book, Berger shares everything she wishes someone told her after graduation. Her book is the essential guide to anyone starting their first, second, or third job. She encourages readers to be fearless, step outside of their comfort zones, and go after what they want.