What is paid content?
Paid content (also sometimes called native advertising, branded content or sponsor content) is a way for brands to integrate their messages into the stream of site content. Paid content is an opportunity for sponsors to share richer messages or more complex points of view than other sponsorship positions, like display advertising.
Why is there paid content on Texas Tribune?
Paid content allows sponsors to reach The Texas Tribune’s well-educated, policy-minded audience through brand messaging in the form of written articles, videos or interactives. This material is clearly labeled as “paid content” and visually differentiated to prevent readers from confusing it with independent editorial content. It’s the digital equivalent of “advertorials” you’ve seen in newspapers and magazines for decades. The points of view expressed don’t reflect those of the Tribune, and sponsors play no role in the Tribune’s editorial decisions.
What are the guidelines?
The Texas Tribune is a nonprofit, nonpartisan media organization. Its mission — to provide readers with impartial, informative reporting, and with an outlet for civic engagement and discourse on public policy, politics, government and other matters of statewide concern — drives its values.
First and foremost among them is to set the highest possible standard of editorial integrity and maintain the trust of our readers. No set of guidelines can address every situation that may arise, but we believe these guidelines are important to protect that trust:
- Paid content is content created or commissioned by sponsors. It's not impartial journalism, and Tribune journalists do not write the paid content. It should help advance a policy argument, provide historical background, etc., and do so in a way that raises intellectual discourse on state issues.
- As is the case with Texas Tribune sponsorships, underwriting and advertising, views expressed in paid content do not reflect those of the Tribune.
- Paid content may address controversial topics. The Tribune, however, may refuse publication of any content that undermines the integrity of its brand.
- Sponsors are responsible for ensuring that paid content is accurate and complies with all applicable laws and regulations. The Tribune reserves the right to reject or remove any paid content that is false, libelous, illegal, misleading, etc. at its discretion.
- No political endorsements will be permitted.
The Texas Tribune invites all thought-leading organizations who share a passion for a better Texas to engage our readers with paid content.
To learn more about paid content and sponsorship opportunities, please contact April Hinkle.
For other sponsorship opportunities, view the Texas Tribune media kit.