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Posts Tagged ‘Mike McAvoy’

New Venture from The Onion Has Your Clickbait, Native Ad Needs Covered

clickhole

7 pricks

You already know The Onion for its mastery of satirical news pieces, but this week everyone’s favorite source for clever headlines launched its own take on the trend that everyone in media loves to hate: clickbait.

Clickhole, which launched today, isn’t quite as dirty as it sounds: it’s an assortment of spots with almost-believable, made-you-click headlines like “16 Pictures of Beyonce Where She’s Not Sinking in Quicksand” and our personal favorite pictured above–all presented in a style that might just remind you of a certain site whose writers really, really love shopping at Target.

Clickhole isn’t just about the LOLs, though–it’s also primed to be a major native ad platform along the lines of Obamacare-loving content studio Onion Labs.

We asked The Onion president Mike McAvoy (who recently discussed content strategy with Mediabistro’s own Valerie Berrios) what Clickhole is all about–and what role branded content plays in the venture.

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The Onion President Talks Content Strategy

Mike-McAvoy-articleThe Onion: you know it and you probably like it. You may also know that the publication’s Onion Labs group creates sponsored content for a variety of clients. (You probably don’t know that the Labs’ home page includes a quote from the blog you’re reading, but we’ll remind you now because we love shameless self-promotion.)

So what sort of strategy underlies the creation of all that content? And why do so many companies want in on it?

Mediabistro’s wickedly talented Valerie Berrios recently talked to Mike McAvoy, president of the organization, to learn more.

On company culture:

“…what’s great about The Onion is everyone here cares about the content; they care about the products, so you have this united front in that everyone wants to see The Onion flourish…Everyone’s really smart, and they have to be in order to get the joke.

There [are] no bylines for the content that we create…it’s very team-oriented.”

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