What is sponsor content?
Sponsor content (also called native advertising or sponsored content) is a way for brands to integrate their messages into the stream of site content. Sponsor content is an opportunity for sponsors to share richer messages or more complex points of view than other sponsorship positions, like display advertising.
Why sponsor content on The Texas Tribune?
Sponsor 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 “sponsor content” and visually differentiated to prevent readers from confusing it with our 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:
- Sponsor content is content created or commissioned by sponsors. 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 sponsor content do not reflect those of the Tribune.
- Sponsor 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 sponsor content is accurate and complies with all applicable laws and regulations. The Tribune reserves the right to reject or remove any sponsor content that is false, libelous, illegal, misleading, etc. at its discretion.
- No political endorsements will be permitted.
- Sponsors are encouraged to participate in a dialogue with commenters on their sponsor content. Sponsors play no role in moderating comments.
The Texas Tribune invites all thought-leading organizations who share a passion for a better Texas to engage.
To learn more about sponsor content and sponsorship opportunities, please April Hinkle.