Why Rant Media Uses its Reporters to Write Native Ads

By: Lucia Moses | Digiday

Having a native ad product is table stakes for publishers these days. But in addition to scale, the biggest challenge is coming up with content that people will actually read. For many publishers, the answer is to hire journalists to work on dedicated native ad teams.

There is another way: Sports and lifestyle upstart Rant Media is among a small but growing number of outlets, including Hearst Magazines, Dennis Publishing, Mail Online and Say Media, that use their editorial staff to write ad copy.