The Native Advertising Challenge Creating engaging ways for advertisers to tell their story At Convene, our editors take the lead in developing new advertising opportunities within our print magazine. They identify trends in the business-events industry that can be parlayed into new advertising products that are both visually compelling and provide value to the reader. With the editors creating these properties, we are able to keep our audience top-of-mind and make it transparent that these elements are sponsored or supported by industry suppliers. While revenue generation is an extremely important function of the magazine, you can’t put a price on editorial integrity. Working with its talented design team, Convene has recently created a number of successful, sponsored content-rich properties. Michelle will share specific examples and map out publisher costs and advertiser rates.

1. THE NATIVE ADVERTISING
CHALLENGE
MICHELLE RUSSELL
EDITOR IN CHIEF
CONVENE
PCMA, THE PROFESSIONAL CONVENTION MANAGEMENT ASSOC.

2. A LITTLE ABOUT CONVENE
‣ 30 years old
‣ Flagship publication of PCMA, but goes to
much larger audience.
‣ Small staff; big expectations.

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4. BUT GETTING
BACK TO PRINT...
As an association/trade
publication, native
advertising has always
been in our wheelhouse.

5. WHAT IS NATIVE ADVERTISING?
‣ Wikipedia calls it “a type of disguised
advertising that matches the form and function
of the platform upon which it appears.”
‣ The Native Advertising Trends 2016 Magazine
Industry reports, 90% of magazine execs say
native advertising is important to their
company.

13. HOW ELSE CAN WE TELL OUR
STORY?
Agency/Advertiser

14. ‘SUPPORTED’ RATHER THAN
‘SPONSORED’ CONTENT

15. THE KNOWLEDGE ECONOMY

16. THE KNOWLEDGE ECONOMY

17. PLACES + SPACES

18. WHAT’S NEW IN…

19. CONVENE ON LOCATION

20. CONVENE ON LOCATION

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REVERSE COVER

22. WHAT I KNOW ABOUT NATIVE ADVERTISING
‣ Collaborate! Account execs know what the
market wants
‣ Editors know what resonates with the audience
‣ Build in enough time to execute
‣ Do your best to keep editorial and advertorial
writers/teams separate

23. WHAT I KNOW ABOUT NATIVE ADVERTISING
‣ Transparency! Don’t dupe your readers
‣ It’s not going away
‣ Set the bar high

25. WHAT I KNOW ABOUT NATIVE ADVERTISING
‣ It’s a fine line that requires constant
navigation.

26. THANK YOU
‣ Mrussell@PCMA.org
‣ pcmaconvene.org