Why Axios Is Betting Big on Native Content, Sponsored Events and Branded Newsletters

Industrywide, native advertising has proven to be a challenge


Roy Schwartz thinks programmatic “butchered” digital banner advertising, which is why you won’t find any banner ads on Axios, the news website he co-founded nearly two years ago.

Instead, Axios, a scoopy, horse-race-obsessed news site made in and for the so-called swamp of Washington, has hedged its bets on native content and brand-backed events.

Schwartz is the former chief revenue officer of Politico, and he, along with ex-Politico stars Jim VandeHei and Mike Allen jumped ship from the publication in 2016 to launch Axios, a publication that has similar offerings to Politico’s but whose tagline is “smart brevity.”

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