USA Today Enters the Native Ads Fray


USA Today unveils sponsored content from Dell


USA Today on Tuesday began its native advertising program, launching the newspaper giant into the ring for advertising dollars from sponsored content.

The Web site of the nation”s largest newspaper has begun running the ad units, a partnership with Dell, in the Tech section. The move was anticipated, but the debut not formally announced.

For those in the branded storytelling business, this represents yet another proof point that sponsored content isn”t going away anytime soon. For newspapers, native advertising could provide a much-needed digital revenue injection to make up for sliding print advertising.

USA Today”s entrance into native advertising signals that revenue from sponsored stories has casinos struck a chord with the ad businesses of all major U.S. papers. Like other publishers, USA Today has clearly labeled the sponsored content top and bottom from its advertiser.

Dell”s native advertising move with USA Today comes after the PC maker went live with The New York Times in January. ┬áThe Wall Street Journal unveiled its native advertising push in a deal that begun with Brocade in March. The Washington Post started its native ads last year.

Disclosure: I”m a former USA Today editor and reporter.