{"id":11188,"date":"2015-09-24T19:17:44","date_gmt":"2015-09-24T19:17:44","guid":{"rendered":"https:\/\/www.journalismlab.nl\/?p=11188"},"modified":"2021-07-06T14:50:06","modified_gmt":"2021-07-06T14:50:06","slug":"wall-street-journal-goes-buzzfeed","status":"publish","type":"post","link":"https:\/\/www.journalismlab.nl\/en\/wall-street-journal-goes-buzzfeed\/","title":{"rendered":"Wall Street Journal goes Buzzfeed met Cocainenomics"},"content":{"rendered":"

In deze post lees je hoe WSJ native advertising<\/em> next level trekt, daarbij adblockers<\/a><\/em> het nakijken geeft, de\u00a0journalisten an sich ‘gewoon hun werk’ hebben laten doen en prachtig interactieve content door hun studio-medewerkers hebben laten maken…<\/p>\n

First things first…<\/p>\n

Eerst even een paar stapjes terug in de online nieuwsrevolutie: de Wall Street Journal (WSJ) is van origine een krant. Is uiteraard ook\u00a0online gegaan. Heeft naast de reguliere content op het web ook\u00a0advertenties. Met een adblocker (10 ads geblockt) ziet hun site er vanavond, 18:41 GMT op 24 september 2015, in Google Chrome op een Macbook zo uit:<\/p>\n

\"Screen<\/a><\/p>\n

Typische krantensite,\u00a0toch?! Beetje saai, wellicht. Maar… WSJ heeft ook een eigen studio, met creatieven, genaamd: WSJ Studio. En die studio\u00a0heeft nu het\u00a0volgende gemaakt:
\nCocainenomics<\/a><\/strong><\/p>\n

Een -dit wil ik ruiterlijk toegeven- prachtige interactieve longread<\/em> over het drugssyndicaat van de Colombiaanse Pablo Escobar, in de jaren ’80 en ’90.<\/p>\n

\"Screen<\/a><\/p>\n

De lezer die een abonnement op Netflix heeft, of geen adblocker, kan de connectie bijna niet ontgaan: dit is hetzelfde onderwerp als de nieuwe dramaserie Narco’s\u00a0<\/em>heeft, geproduceerd en onlangs gedistribueerd\/gepubliceerd via de bekende Amerikaanse\u00a0audiovisuele online-entertainment-aanbieder.<\/p>\n

En wat toont de browser als adres?
\n\"\"<\/a><\/p>\n

Het moge duidelijk zijn: dit is een advertentie, besteld door NetFlix. Maar dan wel een speciale advertentie: het is native advertising<\/em> of sponsored generated content<\/em>; zegt u het maar. Daarin is deze productie niet uniek, maar misschien is het volgende wel erg innovatief…<\/p>\n

Het wordt namelijk nog een stapje revolutionairder: wanneer je de longread ‘uit’ hebt (of gewoon helemaal naar beneden gescrolld bent), staat er bij de drie ‘suggested articles’:<\/p>\n

Previously published Wall Street Journal articles selected by Netflix.<\/strong><\/p>\n

Laat dat even op u inwerken. En vraag uzelf\u00a0eens af: wie betaalt\u00a0hier wie, wie genereert hier traffic voor wie?<\/p>\n

De Cocainenomics-ad<\/em> – misschien wel net zo revolutionair voor content- en nieuwstraffic als het Medellin-cartel was voor drugstraffick(ing).<\/p>\n

De Cocainenomics-tip kwam van Tristen Gunther, minorstudent Future News Media.<\/em><\/p>\n

Update op het meta-vlak:<\/strong>
\nKom er net voor publiceren achter dat in de Cocainenomics<\/a>\u00a0sponsored longread zelfs ouderwetse display-ads zitten, maar die zie ik niet, want mijn adblocker blockt ze alledrie!<\/p>","protected":false},"excerpt":{"rendered":"

In deze post lees je hoe WSJ native advertising next level trekt, daarbij adblockers het nakijken geeft, de\u00a0journalisten an sich ‘gewoon hun werk’ hebben laten doen en prachtig interactieve content door hun studio-medewerkers hebben laten maken… First things first… Eerst even een paar stapjes terug in de online nieuwsrevolutie: de Wall Street Journal (WSJ) is […]<\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[4346],"coauthors":[],"class_list":["post-11188","post","type-post","status-publish","format-standard","hentry","category-artikel","tag-productie"],"acf":[],"yoast_head":"\nJournalismlab – Wall Street Journal goes Buzzfeed met Cocainenomics<\/title>\n<meta name=\"description\" content=\"Hoe WSJ met native advertising adblockers het nakijken geeft, journalisten hun werk laat doen en interactieve content door 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