Navigating Native Advertising in College Media

Sponsored content finding a niche in college media marketing

By Matthew Salzano
Pacific Lutheran University

Consumers of Colorado State’s Rocky Mountain Collegian recently learned how to build a bar. A Ft. Collin’s liquor store owner told a freshly 21-year-old student just what to buy — from his store! — to have a classier selection in a college home than just whatever beer was cheap that week. The landing page for the video is marked with bold text, declaring it “SPONSORED CONTENT.” Sponsored content is the long-form version of advertising content that is known as native advertising.

Native or Sponsored Advertising making an appearance in college media sites

Traditionally, ads stand out due to the difference in their form from editorial content—a quarter page ad looks different than a op-ed or reportage. With native advertising, however, the paid content looks like it natively inhabits to the platform it exists on: the liquor store video is only distinguishable from editorial video content due to that all-caps label.

The practice that was once only seen from large media outlets like Buzzfeed or the Guardian has made it to college newsrooms. Native advertising, especially creating sponsored content, poses challenges and opportunities for college newsrooms to educate and prepare students while serving clientele. Continue reading Navigating Native Advertising in College Media

Takeaway Messages From the Spring National College Media Convention

Why location is critical when planning a college media convention

By Kenna Griffin
Oklahoma City University

Location! Location! Location! I’ve heard it before, but I would not have believed how important location is when planning a college media convention until I saw it with my own eyes.

CMA’s spring national convention in New York was my first as a board member. I’ve seen evaluations for other collegiate media conventions and have been on planning committees, but I still was surprised how often location played into the feedback we received about #CMANYC18.

New York is an exciting, inspiring place, which was reflected in all of the positive comments about the convention’s location. Location is key, and several attendees said the convention being in New York was their favorite aspect of it. Airlines panicked about a winter storm that really wasn’t much, which caused some attendees travel problems, but the positive feedback was much greater than any grumbles about travel woes or expense of the city. Aside from feedback on the location itself, there were two specific areas of feedback in which it was important: 1) networking and 2) speakers. Continue reading Takeaway Messages From the Spring National College Media Convention

Don’t forget these end-of-the-year deadlines

Contests, awards recognize media achievements

By Carol Terracina Hartman, Ph.D.

Before everything gets archived and stowed away for the summer months, here are a few final tasks to add to the end-of-year items: nominate that Outstanding Adviser for CMA Award of Distinction, due May 1, and submit entries for Pinnacle Awards, due June 1.

College Media Association honors the contributions of advisers in a variety of capacities, including those at two-year newspapers, four-year newspapers, those who have advised less than five years (Honor Roll Adviser) and those with more than five years (Distinguished Adviser Award), and more.

The guidelines and complete the application form are found on the “Adviser Awards” link. Continue reading Don’t forget these end-of-the-year deadlines