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Download Native Advertising Trends 2017: The Magazine Media Industry

FIPP and the Native Advertising Institute have released the results of the second annual global research study on native advertising in the magazine media industry.

This year 207 magazine executives from 53 countries have shared their native advertising experiences and their insights provide food for thought for everyone working in the industry.

91% said that native advertising is ‘Important’ or ‘Very important’ to their business.

This is reinforced by the impact that native advertising is having on advertising budgets. In 2016, native accounted for 21% of overall advertising revenue. By 2020, magazine publishers expect that number to almost double to 40%. 

Native Advertising Trends 2017 - The Magazine Media Industry (NAI & FIPP)

 

Native is also becoming a normal part of most businesses’ advertising revenue mix. 54% of publishers are already selling native advertising and a further 37% are ‘Likely’ or ‘Most likely’ to do so in the future. 92% are providing written content, 63% video and, surprisingly, 45% are offering native events.

Magazine publishers are increasingly spreading their native wings to pursue opportunities well beyond their own traditional channels and into influencer advertising, social media and physical experiences, much as they are doing in the rest of their business. But while native advertising is growing in importance and penetration, it is not without challenges and even threats. Read more in the report. 

Download the Native Advertising Trends 2017 Report (free)

For further information about the Native Advertising Trends 2017 Report, contact Jesper Laursen at NAI or Helen Bland at FIPP.

Download Jesper Laursen's presentation of the Native Advertising Report at the FIPP World Congress in London (11 October 2017). 

Register now for the Native Advertising DAYS conference, 8-10 November 2017 in Berlin. 

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    Innovation takes many forms. ForThe Netherlands's Libelle, innovation saved the 84-year-old brand as it encountered declining newsstand sales and subscriptions. For eleven of CNI's Vogues, innovative approaches to Instagram increased engagement and followers. For ALT.dk in Denmark, innovation meant turning Egmont Publishing's eight women's magazines into a one-stop digital destination for women. And, at Immediate Media's Olive magazine, innovation helped transform the small but mighty 15-year-old publication into a multi-platform brand. Each of these magazine media outlined their innovative approaches at the Digital Innovator’s Summit in Berlin.

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    Robb Report launched a new brand for women that carves out a niche in the luxury women’s sector. The media brand, called Muse, will be printed bi-annually and live online at MusebyRobbReport.com.

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    In a world where politicians are trying to regulate an environment they don’t understand, current European Union eprivacy regulations will not only deprive publishers of income but deteriorate the user experience for internet users, warned Oliver von Wersch, founder and CEO of Vonwerschpartner Digital Strategies in Germany during the recent Digital Innovators’ Summit in Berlin. 

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