Wired Taps Real Journalists to Push Further Into Native Advertising

Hand-picked writers to work on content

Brands want advertising that looks and feels like actual editorial content, and publishers are uniquely positioned to help. But how do they do that without selling out? 

Increasingly, by creating stand-alone units. Onion has its Onion Labs, a serious branded content team that creates Onion-like parodies for brands. And The Huffington Post recently launched its HuffPost Partner Studio, an in-house creative agency for brands to produce sponsored content tailored to the HuffPost audience and environment.

And now, Condé Nast's Wired is officially unveiling a new unit called Amplifi; its mandate is to create content for brands that's highly tailored to the Wired reader while labeled as promotional.

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