Time Inc. is pulling out all the stops for its native advertising. According to Ad Age, editors at 11 Time Inc. magazines helped create an ad for Google’s mobile app last fall.
Joe Ripp, Time Inc.’s CEO, explained that each editor had to create an ad that fit the magazine’s theme. For Time, an article on flags showed the app with copy reading “OK Google, how many American flags are there on the moon?” For InStyle, the Google ad featured a question on ABC’s hit show Scandal.
During a conference call, Ripp downplayed the significance of editors working on ads. “Our native initiatives are a natural complement to our creative process and consistent with our commitment to editorial standards and integrity,” Ripp said.
Surely advertisers are excited about this “natural complement.” We’re taking bets on if editors are overjoyed as well.