This morning we learned that Josh Sternberg will leave his position at one of our favorite blogs, Digiday, to run native advertising operations at The Washington Post’s Brand Studio.
Here’s what you may not know: while Sternberg’s most recent role was Senior Editor of Digiday’s own sponsored Content Studio (and he has been reporting on the site for some time), he was once a PR guy specializing in media relations and strategic comms.
As he told PRNewser co-founder Joe Ciarallo back in 2009, he leveraged his experience at RLM and Stanton Crenshaw (now Crenshaw Communications) to launch his own shop called Sternberg Strategic Communications before moving into journalism in 2012.
At the two-year old Studio, Content Strategist Sternberg will:
“guide the development of multiplatform branded content concepts tailored for The Post’s unique audience of opinion leaders and decision makers”
“oversee a network of writers, producers, videographers, and interactive graphic designers” who create pieces like this one
WaPo CRO Kevin Gentzel writes:
“Having a dedicated journalist embedded with our design and engineering teams in New York is part of our continued investment in branded content, one of the fastest-growing areas of our business.”
Sternberg does not appear to be a fan, but his skills will improve WaPo‘s offering–and eventually someone will publish a study powerful enough to convince everyone that native advertising works.
For examples of the sort of material WP Brand Studio produces, check out its Twitter account.