Who's Behind the Sponsored Content at BuzzFeed, Gawker, Hearst and WashPo?

What good is native advertising if it doesn't talk like a native? To help advertisers, media companies are building teams, often called studios, that create sponsored content for advertisers. Here's a look at four publishers, and how their sponsored-content teams shape up. BuzzFeed The team, led by Melissa Rosenthal, consists of designers, writers and animators, according to Jon Steinberg, BuzzFeed's president-chief operating officer. "They pretty much do all of the legwork on programs we create," he said. The team doesn't sell directly to clients, but they advise on requests for proposals. They're paid a salary and don't earn commissions on ad sales or bonuses based on traffic or page views. Gawker Media Within the group of 16 are four writers who create sponsored posts; Gawker also uses freelancers. The remaining employees handle overall strategy, design and production. The team isn't charged with selling ads, but they do consult with salespeople. Most employees in the group are paid a salary with a bonus structure tied to the financial performance of the advertising team, according to Mr. Del. The Washington Post The team does not handle sales, Mr. Gentzel said. And they are paid a salary. Hearst The nascent effort introduced this year is led by Hearst Digital President Troy Young. It produces content for digital-only buys and for the online components of broader ad packages sold through Hearst Integrated Marketing. The team hails mostly from editorial backgrounds, Mr. Young said. What they share is the ability to think conceptually. They are paid a salary, he added, and do not receive a commission or bonus tied to page views.

Who's Behind the Sponsored Content at BuzzFeed, Gawker, Hearst and WashPo?

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