RJI Futures Lab update #42

News marketing, data security and native advertising


In this week's Futures Lab update from the Reynolds Journalism Institute, learn about a renewed effort to market the value of news, hear tips on keeping data secure and explore the world of native advertising.

PART 1: Marketing the value of news
Amid ever-increasing online competition for readers' attention, some news organizations are rethinking the way they promote themselves. Hear from Mizell Stewart, vice president of content for the newspaper division at the E.W. Scripps Company, and Monica White, director of marketing at the Ventura County Star, about what they are doing differently.

PART 2: Data security for journalists
With digital privacy an increasing concern, RJI explores a few things journalists can do to better protect their work and their sources.

PART 3: Native advertising at Forbes
Native advertising – i.e., material from advertisers that looks a lot like traditional news or feature content – is both a promising revenue stream for publishers and a source of concern among those who say it confuses readers. Take a look at how native advertising has been working at Forbes, which has allowed brands to publish their own materials directly through the Forbes website for several years.

Watch the RJI Futures Lab video update here.

Too busy to watch it now? Keep up with journalism innovation on the go with the Futures Lab iPad app. Futures Lab video updates appear weekly with reports on the latest in innovation and entrepreneurship for the newsroom leaders of today and tomorrow.

RJI, marketing the news, data security, native advertising
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