OVERVIEW ON PRWeek.com

Transcription

1 CAMPAIGN NATIVE ADVERTISING OVERVIEW ON PRWeek.com A 21-day homepage A 21-day campaign homepage on PRWeek.com: campaign on First 7 days: slot 3 in PRWeek.com: middle column under Latest Second 7 days: slot 9 in middle column under Latest First 7 days: slot 3 in middle Third 7 days: slot 6 in left hand column Need to Know section column under Latest Native Ad appears in PRWeek s daily Breakfast Briefing newsletter(delivered Second to 6K subscribers) 7 days: slot 9 during middle the first week of publication column under Latest PRWeek to share article via Twitter and Facebook (70K Third 7 days: in right hand column combined followers) Hot Right Now section Following 21-day homepage run, post will live permanently on PRWeek.com Native Ad appears in PRWeek s daily Breakfast Briefing newsletter (delivered to 6K subscribers) during the first week of publication PRWeek to share article via Twitter and Facebook (70K combined followers) Following 21-day homepage run, post will live permanently on PRWeek.com

2 NATIVE ADVERTISING PACKAGES SPONSORED CONTENT TIER 1 SPONSORED CONTENT TIER 2 PARTNER CONTENT CREATION CLIENT CLIENT PUBLISHER CONTENT CALENDAR MEDIA TYPE ARTICLE ARTICLE ARTICLE NATIVE PLACEMENTS SLOT 3/SLOT 9/SIDEBAR SLOT 3/SLOT 9/ SIDEBAR SLOT 3/SLOT 9/ SIDEBAR SOCIAL FACEBOOK/TWITTER SHARE FACEBOOK/TWITTER SHARE FACEBOOK/TWITTER SHARE DISTRIBUTION DISPLAY PLACEMENTS -- ROS 3 WEEKS + FIXED PLACEMENT against Native ad article -- DISPLAY CREATIVE X90 OR 300X AMPLIFICATION BUDGET PACKAGE FEE $4, $7, $4,180 + CUSTOM SURCHARGE

3 NATIVE ADVERTISING SPECS article (Try to keep your article/opinion piece under 600 words. These are delivered in OpEd format and should follow OpEd word count guidelines) article headline - make it SEO friendly. PRWeek s editors reserve the right to edit headlines in order to present best possible package to its audience article deck (1-2 sentence overview of the piece, no longer than 30 words) short author bio (example = Brittany Aron is publishing coordinator with PRWeek) and clickthrough URL. (Please do not extend bios beyond current role and title) main image for article that is enticing (The image in the article should be 614x410px wide) agency logo and clickthrough URL language tweet article share (Language for sponsored Tweets must include the following disclaimer: "Sponsored by [client name]." Please take this requirement into account when providing language for sponsored Tweets) sentence/paragraph to highlight in Facebook article (30-35 words) Native ad materials are due five business days prior to publish date.

4 TIPS FOR EFFECTIVE NATIVE ADVERTISING Data drives interest Readers like to take in content and conclusions that are steeped in research and analytics, particularly proprietary. Infographics inspire An infographic is a visually appealing way to share data-driven information in a fun, understandable manner. Tell a story Storytelling has graduated from buzzword to industry mandate. People want to be entertained as they are being educated. Sharing your expertise through a story ticks both boxes beautifully. Give them something new PRWeek readers expect content they have not seen elsewhere be it news, data, or opinions. PRWeek Native Advertising is the perfect platform to provide that. Something sharable It s advisable to include bits of information that can be easily shared on social media channels. Picture perfect From both a design and content standpoint, the inclusion of powerful photos will help amplify the product s impact. Subtlety speaks volumes Though this is very much a brand-created offering, and the overall design will make it very clear this is a product produced by your brand, the copy and content need not over-emphasize your name. While this is an advertisement, it is most effective when it maintains an editorial feel and not a form of advertorial for your brand, agency, or client. Subtlety is a key step to achieving that. Ask yourself.. Is this content perfectly suited for PRWeek s audience? Are we providing content this audience will not see elsewhere? Does this content educate, but still entertain? Does this native ad work as both a nod to our brand AND a standalone offering that PRWeek s audience will find valuable? What is the ultimate end-goal of this product? Does the native ad achieve that objective? Please note.. PRWeek s editors reserve the right to edit pieces to reflect PRWeek s house style and editorial standards

5 NATIVE ADVERTISING PRINT GUIDELINES A print native ad can appear in a preselected issue of PRWeek. Native advertising guidelines for PRWeek Print For maximum impact, it is important that the appearance of the native advertising be a true reflection of the client s brand and style, so the look of the product must not mimic that of PRWeek s editorial pages. To ensure the above, all text, headlines, and other elements need to use fonts that are clearly different from those that PRWeek uses on its editorial pages. In addition, grids, color palettes, and/or panels that are used must be notably different from PRWeek. To more clearly associate the native advertising with the client producing it, the words SPONSORED FEATURE should clearly appear at the top of each page in 11- or 12-point type. While PRWeek s editorial team is not involved in the creation of the content, the editor-in-chief, art editor, managing editor, and executive editor needs to be kept informed during the planning process of the advertorial. They should also see the copy and design of the native advertising at least a week before the normal closing deadline. This involvement of PRWeek s editorial team will help ensure the best possible product for the client, while allowing ample time to make changes, if necessary. PRWeek s sales team assumes responsibility for obtaining the copy and pictures within the deadline. The native content from the sponsor is ungated and will be accessible to all viewers on the site. Layout: Helpful hints Please avoid using the FRUTIGER family of type, as well as the ADOBE CASLON typeface.these are the main PRWeek print fonts. Sans serif fonts are highly recommended for use in native advertising to assure a look and design that clearly differs from PRWeek. Please avoid use of the 100m 100y brand of red, as well as any of the arrow dingbats or rules PRWeek uses. Again, this will ensure your product has a unique look to our publication. On average, a typical page would have 600 to 700 words, depending on the amount of images and graphics included. The greater the amount of graphics used, the fewer words per page. The number of characters per line depends on the grid and number of columns (2, 3, or 4) used in the design. There is no exact formula to determine this. The same goes for font size and type. For best look, we suggest three columns and that most body copy is set to size 10 or size 11.