Grantland should learn from The Atlantic
2 upvotes by Ravi Shankar and Jane Doughnut.
Grantland ought to be more transparent with it’s readers.
On February 1st, Grantland published sponsored content for The Kroll Show, a new sketch comedy program from Comedy Central. Sports fans are no stranger to Kroll. He stars in FX’s popular fantasy football sitcom, The League. In addition, Kroll had the good fortune of advertising on Deadspin on the day they broke the Manti T’eo hoax story. Nick Kroll even tweeted “Thx @deadspin” for the millions of impressions Comedy Central received by winning the online display-ad lottery.
At 12:15 PM ET today, Grantland published a sponsored post entitled “Exclusive: Bobby Bottleservice’s Super Bowl Prediction” with a byline from, you guessed it, Bobby Bottleservice.
Bobby Bottleservice is a fictional character, created by Kroll, who resembles The Situation from MTV’s Jersey Shore crossed with an LA vodka promoter.
The article features a series of text messages emulating the popular format created by Texts from Last Night. It begins and ends with a link to The Kroll Show’s Comedy Central page. There is no mention that this article is an advertisement or sponsored content. The reader is provided no context or guidance.
Up to this point, Grantland’s advertising strategy centered on sponsorships and partnerships, such as Blue Moon sponsoring 30 for 30 documentary shorts and homepage display advertisements from brands like Subway and Dove: For Men.
Grantland has generally stayed away from sponsored posts. Its only exception was a sponsored post roughly a year ago for HBO’s comedy Eastbound and Down.
In an interview with Ad Age on January 10, 2013, Eric Johnson, Executive VP of Multimedia Sales at ESPN, explained Grantland’s ad sales philosophy:
The Kroll Show advertisement is not part of a broader Comedy Central sponsorship of Grantland’s Super Bowl coverage. This is a one-off “native ad” unit hosted under Grantland’s secondary Hollywood Prospectus blog.
Sponsored and sponsor content are under intense scrutiny as more publishers — ranging from The Atlantic to BuzzFeed — experiment with reinventing the advertorial as an alternative to display advertising. After a botched sponsored post for The Church of Scientology, The Atlantic issued a series of guidelines for future sponsored posts emphasizing transparency, integrity and consistency. The Atlantic stated that they would no longer publish a post that would violate a reader’s trust or undermine the editorial voice of the publication.
Online publishers are yet to find a way to smoothly integrate sponsored stories into their regular content cycle. In print, advertorials always look different immediately, even to the untrained eye. The layout, font, and style are all immediately different. This signals “advertising” to the reader much more clearly than a brief disclaiming sentence in italics at the beginning and end of a post.
Grantland should learn from The Atlantic by increasing their commitment to transparency. Bobby Bottleservice’s Super Bowl picks feel natural on Grantland, which has also emerged as a venue for comedians similar to Kroll, such as Humblebrag’s Harris Wittels and Louis CK.
Wittels and CK’s contributions to Grantland are bylined by their actual names, not by fictional characters. Any links to their work outside of ESPN are hyperlinked in their biographies. This is not the case with Nick Kroll’s post.
Kroll’s content is designed to nudge the reader to visit http://ComedyCentral.com. This is evident by the two hyperlinks to Comedy Central: a link in the introductory paragraph connected to Bobby Bottleservice and a link at the end connected to Kroll Show. Grantland never includes advertising links in an introductory paragraph. This feels foreign to the site.
In addition to driving clicks, these hyperlinks are designed to assist Comedy Central’s SEO strategy for the phrases “Bobby Bottleservice” and “Kroll Show” by drafting on Grantland’s large audience and social following.
A substantial percentage of Grantland readers probably share many demographic traits with Kroll Show viewers, and it goes without saying that Grantland should capitalize on their audience by selling advertising in order to pay for talented writers and editors. Yet, Grantland should not take its readers for granted. If Grantland is going to continue to publish original content advertising a product or TV show, the publisher should more clearly mark this content as sponsored.
There is a simple fix. Replace “exclusive” in the title with “sponsored” and take a cue from print: adjust the formatting so that this looks like advertising. The use of “exclusive” is an attempt to grab attention for an advertisement, like a banner that whizzes and flashes. The only problem is that it too closely resembles journalism, diminishing the impact of any future “exclusive” breaking news on the site.
If Grantland’s copy writers fear that this simple change will dilute the efficacy of their sponsored post, then they misunderstand the point of sponsored content to begin with.
On February 1st, Grantland published sponsored content for The Kroll Show, a new sketch comedy program from Comedy Central. Sports fans are no stranger to Kroll. He stars in FX’s popular fantasy football sitcom, The League. In addition, Kroll had the good fortune of advertising on Deadspin on the day they broke the Manti T’eo hoax story. Nick Kroll even tweeted “Thx @deadspin” for the millions of impressions Comedy Central received by winning the online display-ad lottery.
At 12:15 PM ET today, Grantland published a sponsored post entitled “Exclusive: Bobby Bottleservice’s Super Bowl Prediction” with a byline from, you guessed it, Bobby Bottleservice.
Bobby Bottleservice is a fictional character, created by Kroll, who resembles The Situation from MTV’s Jersey Shore crossed with an LA vodka promoter.
The article features a series of text messages emulating the popular format created by Texts from Last Night. It begins and ends with a link to The Kroll Show’s Comedy Central page. There is no mention that this article is an advertisement or sponsored content. The reader is provided no context or guidance.
Up to this point, Grantland’s advertising strategy centered on sponsorships and partnerships, such as Blue Moon sponsoring 30 for 30 documentary shorts and homepage display advertisements from brands like Subway and Dove: For Men.
Grantland has generally stayed away from sponsored posts. Its only exception was a sponsored post roughly a year ago for HBO’s comedy Eastbound and Down.
In an interview with Ad Age on January 10, 2013, Eric Johnson, Executive VP of Multimedia Sales at ESPN, explained Grantland’s ad sales philosophy:
We started with presenting sponsors, such as Subway, that have a customized integration into the site. Now we’re looking at selling flighted sponsorships around events, so you might see us sell one around the Super Bowl or the NBA Draft. We don’t have the desire to just sell display rotational ads. They don’t fill a need and it’s more profitable this way.
The Kroll Show advertisement is not part of a broader Comedy Central sponsorship of Grantland’s Super Bowl coverage. This is a one-off “native ad” unit hosted under Grantland’s secondary Hollywood Prospectus blog.
Sponsored and sponsor content are under intense scrutiny as more publishers — ranging from The Atlantic to BuzzFeed — experiment with reinventing the advertorial as an alternative to display advertising. After a botched sponsored post for The Church of Scientology, The Atlantic issued a series of guidelines for future sponsored posts emphasizing transparency, integrity and consistency. The Atlantic stated that they would no longer publish a post that would violate a reader’s trust or undermine the editorial voice of the publication.
Online publishers are yet to find a way to smoothly integrate sponsored stories into their regular content cycle. In print, advertorials always look different immediately, even to the untrained eye. The layout, font, and style are all immediately different. This signals “advertising” to the reader much more clearly than a brief disclaiming sentence in italics at the beginning and end of a post.
Grantland should learn from The Atlantic by increasing their commitment to transparency. Bobby Bottleservice’s Super Bowl picks feel natural on Grantland, which has also emerged as a venue for comedians similar to Kroll, such as Humblebrag’s Harris Wittels and Louis CK.
Wittels and CK’s contributions to Grantland are bylined by their actual names, not by fictional characters. Any links to their work outside of ESPN are hyperlinked in their biographies. This is not the case with Nick Kroll’s post.
Kroll’s content is designed to nudge the reader to visit http://ComedyCentral.com. This is evident by the two hyperlinks to Comedy Central: a link in the introductory paragraph connected to Bobby Bottleservice and a link at the end connected to Kroll Show. Grantland never includes advertising links in an introductory paragraph. This feels foreign to the site.
In addition to driving clicks, these hyperlinks are designed to assist Comedy Central’s SEO strategy for the phrases “Bobby Bottleservice” and “Kroll Show” by drafting on Grantland’s large audience and social following.
A substantial percentage of Grantland readers probably share many demographic traits with Kroll Show viewers, and it goes without saying that Grantland should capitalize on their audience by selling advertising in order to pay for talented writers and editors. Yet, Grantland should not take its readers for granted. If Grantland is going to continue to publish original content advertising a product or TV show, the publisher should more clearly mark this content as sponsored.
There is a simple fix. Replace “exclusive” in the title with “sponsored” and take a cue from print: adjust the formatting so that this looks like advertising. The use of “exclusive” is an attempt to grab attention for an advertisement, like a banner that whizzes and flashes. The only problem is that it too closely resembles journalism, diminishing the impact of any future “exclusive” breaking news on the site.
If Grantland’s copy writers fear that this simple change will dilute the efficacy of their sponsored post, then they misunderstand the point of sponsored content to begin with.
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