Like their national brethren, cash-strapped local newspapers are increasingly diving into native advertising. But it turns out scaling down native is easier said than done.
The Dallas Morning News offers an instructive case study in how to pull it off. In late 2012, the paper partnered with a local agency, Slingshot, to create Speakeasy, a standalone shop to create and manage local and national ad campaigns. Today, the shop serves 70 clients.
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