Politico Enters the Realm of Native Advertising

Political news site also plans to test metered paywall

Politico, chronicler of all things Washington, D.C., made a foray into native advertising on Thursday with a sponsored post from the National Retail Federation displayed prominently on the site's homepage. And in another attempt to up its revenue base, the political news organization also announced that it will experiment with a metered paywall starting next week.

First, the sponsored post. The company had been discussing sponsored content for a couple of months, and everything got squared away with the business and editorial sides of the operation last month, said Jim VandeHei, Politico's co-founder and executive editor.

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