Signature March/April 2015 - (Page 4)

underthecovers TS EP C ON RC he a et av ng ll h reati ing ha t s us c ouch tha . Th e. T e rn s n tte hape adli to th e pa ar the s he h ws in t. s t o ine ne t4 a l into eals ng fl men r li p n i v ve so ce iro ha ded re rtis pe ha all bed tlety dve env on s h C al r s em sub ve a o it's i ve tric co dline that nat ing t me a t he w n eo * T in he lusio f ho adap gg o in ma ual il dea tent us rn. i ted te vis the l con cu pat d xe on itoria e e esire ed nb d ca he his e t * T creat o t VE CO MP A O TT U YO BY H UG O BR CONCEPT 02 CONCEPT 01 s ad the sed y" nif ppo o rso e su ms t s. pe r e e d " hat a er it pag the t e th es nd o n th ming on , a ent o sfor icati s t bl an n co ng tr e pu th isi ert nt of te on IT'S ALL A BLUR It may be a little hard to look at for more than a few seconds, but this issue's cover captures how editorial and advertising are increasingly sharing the same space. BY AMANDA JENNISON WHEN THE TOPIC OF NATIVE ADVERTISING COMES UP, your first thought is probably online native advertising. But the trend has made its way to the printed pages now too, and association publishers are challenged with deciding whether and just how far they can push the boundaries of merging editorial content and native advertising in their publications. It's certainly a blurred line, a hot topic of debate. And there is no clear consensus on the best solution for publishers. So what concepts did the Bates Creative design team come up with to represent this cover story topic? 4 MARCH/APRIL 15 signature CONCEPT 1: ONLINE MEETS PRINT This first concept focused on the idea of bringing "traditional" online native advertising to the cover. The designer's idea was to capture a website's interface, almost like a realistic looking screenshot of a webpage on the cover. The cover design would pull in the article's headline and some of the article's content to represent the native advertising on the webpage. CONCEPT 2: BROUGHT TO YOU BY The second concept centered on the idea of making the cover design a native ad for Signature. The designer explains,"I was thinking we could place a sponsor of this issue's content above the nameplate. Text above the nameplate could read 'Brought to You By.'" The Bates design team was intrigued by this idea. The designer went on to say, "At the bottom of the cover, above the coverlines, we could add in 'Other Stories from (insert sponsor here)' to play up how native advertisers are requesting to add in editorial content to association publications instead of traditional display advertising."

Table of Contents for the Digital Edition of Signature March/April 2015

Under the Covers
Members Only
Short Runs
Ads and Editorial
A New Tune in E-Flat
Profiles in Publishing
Tried and True
Legal Ease
Home Page
New Editions
Signing Off

Signature March/April 2015