The Mario Blog
04.18.2017—1am
Gulf News: the evolution of sponsored content in Dubai

In one of our recent blog posts we talked about Dubai’s Gulf News creation of its own inhouse studio, Reach by Gulf News, to accommodate the create needs of its advertisers via sponsonred content. Here is a follow up.

Much has happened with sponsored content at the Gulf News since January, when the first such advertising appeared, A Guide to Museums in the UAE.

Now, the Gulf News has published a smart and complete guide to sponsored content, answering the questions that readers and advertisers may have. The aim of this campaign, which appeared in print as well as online, is to define REACH by Gulf News and to explain how its goal is the chance to build sponsored content across all the newspaper’s’ platforms and products.

For example, one of the most frequently asked questions for all newspapers that start publishing sponsored content:

What is the difference between sponsored content and traditional advertising content?

“Sponsored content is much higher up the marketing funnel and it is intended to establish relationships and awareness. Display ads are for reminders or point-of-purchase decisions. It is important to emphasize that, just because Gulf News is adding sponsored content to its advertising palette, this does not stop its long established relationships. Gulf News welcomes and will continue to work with traditional advertising positions throughout all of its platforms.”

The new sponsored content campaigns

 

And the print version of the same sponsored content:

 

 

 

REACH_Mashreq_01-1 NATION 2

 

 

This one is for the Road that Unites a Nation

http://gulfnews.com/news/uae/culture/e11-the-road-that-unites-the-uae-1.2010248

Here is the sponsored content ad for the Dubai Park:

http://gulfnews.com/reach/dubai-garden-glow/dinosaurs-come-to-life-at-dubai-park-1.2008600

In their own words:

http://gulfnews.com/news/uae/society/gulf-news-launches-sponsored-content-platform-1.1994032

Speaking Engagements Coming Up

 

SIPConnect 2017, to be held in Miami June 21-23, is a program of the Inter American Press Association, IAPA, or SIP (Sociedad Interamericana de Prensa).  The venue will be the Hilton Miami Downtown Hotel.

Details:

Join us at the SIPConnect Hemispheric Conference 2017. Organized by the IAPA, SIPConnect is a gathering of media and digital businesses to encourage more audiences and higher revenues. It’s a laboratory for new ideas and successful experiences for the digital transformation. As in the 2016 successful meeting that was attended by media from the US, Latin America and the Caribbean, experts in digital businesses and representatives of innovative companies will participate in this event.

For more informationhttp://www.sipiapa.org/notas/1211078-llamado-sipconnect-2017

TheMarioBlog post #2609

Blog Post04.22.2017—8am
The best designed newspapers in the world
Blog Post04.21.2017—1am
It’s Allium, Cyrus Highsmith’s new font creation
Blog Post04.20.2017—1am
For mobile ads, too, scrolling is the way to go
Blog Post04.19.2017—1am
NYT: Linear, visual storytelling at its best
Blog Post04.18.2017—1am
Gulf News: the evolution of sponsored content in Dubai
Blog Post04.12.2017—1am
Austria: The marketing of a newspaper
Blog Post04.11.2017—1am
NYT: What a difference a continent makes
Blog Post04.10.2017—1am
High school journalists’ investigative work produces results
Blog Post04.07.2017—1am
Some interesting weekend reads: innovation, new products, new numbers
Blog Post04.06.2017—1am
Print can be big, too
Blog Post04.05.2017—2am
The first Spanish-language newspaper for children is here
Blog Post04.04.2017—1am
Design thinking for journalists, why not?
Blog Post04.03.2017—2am
It’s a new look for the Las Vegas Review Journal
Blog Post03.31.2017—2am
Highlights of my webinar
Blog Post03.30.2017—7am
It’s the era of templates
Blog Post03.29.2017—1am
The role of print in my students’ lives
Blog Post03.28.2017—1am
Journalists and cocktail parties: not a happy mojito these days
Blog Post03.27.2017—1am
Financial Times: new look, new campaign (with readers as the main event)
Blog Post03.24.2017—2am
Mobile, news and Latin America: highlights of a conference
Blog Post03.23.2017—1am
For journalism students: learning about linear/visual storytelling
Blog Post03.22.2017—1am
Then we had 37 minutes to devote to print
Blog Post03.21.2017—1am
CNN Reliable Sources: the ultimate media briefing
Blog Post03.20.2017—1am
Netflix explores mobile-specific cuts of its series–and so should we
Blog Post03.17.2017—1am
These things caught my eye
Blog Post03.16.2017—1am
The Financial Times needs to make text type bigger
Blog Post03.15.2017—1am
Gulf News launches REACH by Gulf News
Blog Post03.14.2017—2am
Architectural Digest: Just call it AD
Blog Post03.13.2017—12am
Print to dust: The Tampa Tribune
Blog Post03.10.2017—2am
Wall Street Journal: “The Face of Real News”
Blog Post03.09.2017—2am
Inspiration is everywhere
Blog Post03.08.2017—2am
The new ad positions
Blog Post03.07.2017—2am
At The New York Times: when digital influences print
Blog Post03.06.2017—2am
Key centerpieces for discussion of media today
Blog Post03.03.2017—2am
It’s a new Type magazine
Blog Post03.02.2017—2am
Forget clicking, hello scrolling
Blog Post03.01.2017—2am
From Spain: a hard look at print and why it suffers
Blog Post02.28.2017—3am
Washington Post surprises with new slogan
Blog Post02.27.2017—2am
La La Land: the posters are winners, too
Blog Post02.21.2017—3am
In Dubai: Gulf News launches Sponsored Content
Blog Post02.20.2017—2am
Newsroom technology survey: important to participate
Contact us with speaking requests, questions or to discuss a project.