The Wall Street Journal & Breaking News, Business, Financial and Economic News, World News and Video
Search

Google Rebuffs European Union on Antitrust Charges

Google rebuffed the European Union’s demand that it change the way it ranks online comparison-shopping services in its search results, setting up a potentially drawn-out legal battle.

U.S. Stocks Rally Amid Recovery in Global Markets

Stocks soared for the second day in a row, with the Dow Jones Industrial Average erasing its losses for the week, as renewed optimism about the U.S. economy eased concerns about the pace of global growth. 62

Hacker Killed by Drone Was ‘Secret Weapon’

That Islamic State’s Junaid Hussain was targeted directly by the U.S. and U.K. shows the extent to which digital warfare has upset the balance of power on the modern battlefield.

EU Moves to Expand Operations Against Smugglers of Migrants

The European Union’s force commander said his mission against smuggling gangs working in the Mediterranean is now ready to stop and search boats, the first tentative steps toward expanding naval operations.

Russia Shows Off Military Might as Budget Gets Squeezed

Even as the country projects a muscular image, a falling ruble and weaker economy has forced President Vladimir Putin to scale back ambitious plans to modernize the military.

China’s Turbulence Exposes Risks to Europe’s Growth

The Eurozone’s heavy reliance on exports leaves the region vulnerable as emerging markets stumble.

Ukraine Secures Debt-Relief Deal

Ukraine’s government secured a vital debt-relief deal, the country’s finance ministry said, a key step toward unlocking billions of dollars in emergency financing.

Austrian Police Find Up to 50 Migrants Dead

Europe’s migrant crisis took a deadly turn deep in the continent with the discovery in Austria of a truck containing up to 50 decomposing corpses. 52

Greece Closer to Formal Election Call

Greece on Thursday named Vassiliki Thanou Christopoulou, head of the country’s Supreme Court, as interim prime minister, with the task of leading the country to an election.

Anger Over Garbage in Lebanon Blossoms into Demands for Reform

Calls for political reform, however, collide with country’s entrenched, sectarian-based political system.

NATO Chief Opens Joint Training Base in Georgia

NATO’s secretary-general opened a new joint training base in Georgia, promising the country could count on its western allies.

Mexican President Shuffles Cabinet

Mexican President Enrique Peña Nieto has made a limited cabinet shuffle, replacing the education minister and national security commissioner, while keeping the finance and interior ministers.

Sanctions Bite Massive Gas Project in Russian Arctic

A race to shore up funding for the $27 billion Yamal LNG energy project in the Russian Arctic has emerged as a test of Moscow’s ability to weather Western sanctions.

UberChina Closing In on $1 Billion in New Funding

The Chinese affiliate of Uber is close to securing about $1 billion in new funding from investors in the region, part of the ride-hailing company’s rivalry with deep-pocketed Chinese rival Didi Kuaidi.

Icahn Discloses Stake in Freeport-McMoRan

Activist investor Carl Icahn disclosed a 8.5% stake in mining-and-energy giant Freeport-McMoRan on Thursday, saying its shares are undervalued and that he plans to talk with management about costs.

French Telecom Tycoon Drahi to Hire Alcatel CEO Combes for Top Jobs

French telecommunications tycoon Patrick Drahi will hire Michel Combes, the departing chief executive of Alcatel-Lucent to take top jobs at his French company Numericable-SFR and his holding company Altice.

How Do You Short China?

Traders are scouring stock, bond and currency markets for ways to make money on the malaise afflicting China. Some are piling into insurance-like contracts that would pay out if the country defaulted on a small pool of its foreign-denominated bonds.

Stock Halts Added to Monday’s Market Chaos

Monday’s mayhem in stocks appears to have been exacerbated by rules designed to ensure orderly trading, executives and traders said, the latest ripple from investors’ embrace of stock-linked funds.

Fed Urged to Press Ahead With Rate Rise

After months of forewarning by the Federal Reserve that it is preparing to raise short-term interest rates, some international officials have a message: Get on with it already.

From $21.5 Billion to $4.4 Billion in 18 Months

Market turmoil in China has further derailed the money-management industry’s flagship effort to bring more-sophisticated—and riskier—investment strategies to small investors.

Mansion

A Swedish Couple’s Lakeside Oasis

Entrepreneur Olof Sköld and his partner, Helene Carson, build a retreat for their family

Life

Adventure & Travel

Berlin’s Waterfront Heats Up for Travelers

The capital’s long-overlooked riverbanks are now party central, lined with hot hotels and bars—and a beach with a view of Angela Merkel.

At My Vanity

A Hair Stylist’s Secrets for Beauty, the French Way

Celebrity hairdresser Vinz, who has tended to the tresses of everyone from Kirsten Dunst to Caroline de Maigret, shares his top tips for glowing skin and ending bad hair days forever.

Video

Facebook's 'M' Takes on Siri and Google Now

3:36

Up to 50 Migrants Found Dead in Truck in Austria

0:32

Colorado Theater Killer Sentenced to Life in Jail

1:22

On Wine: Will Lyons

Why Gin Is Back With a Flourish

Gin is experiencing the kind of boom the wine industry experienced in the mid-1980s, as boutique-distilled bottles with names like Half Hitch, Opihr and Ransom Old Tom give the classic G&T a new—and flavorful—twist

Music

Foals’ ‘What Went Down’ Is a Visceral Confessional

Yannis Philippakis, the lead singer whose energetic stage presence and novelistic lyrics have made Foals one of British rock’s most compelling propositions, talks about the band’s fourth album.

WSJ Blogs

Real-time commentary and analysis from The Wall Street Journal
WSJ Tech
Wie das Netz die Wirtschaft verändert

Die Einzigen, die auf „native Ads“ hereinfallen, sind die Werber selbst

Peter Kafka

Screenshot

Advertorials, auch „native Ads“ genannt, sind der neuste Schrei der Online-Werbe-Branche. Die gesamte Branche bewege sich dorthin, hieß es kürzlich im Business Insider, das Fachmagazin AdAge behauptet, es sei die Zukunft der Werbung und das Journalismusblog 120 Sekunden fragt: „Native ads – Rettung oder Ausverkauf des Journalismus?“ Auch die bekannte Satire-Website The Onion hat ihren ersten „Sponsored Link“ – ein Bericht über die „dynamische und florierende politische Bewegung der Taliban“.

Doch ich kapiere Advertorials nicht. Was ich verstehe, ist das Konzept von „native Ads“. Diese Art der Werbung gibt Websites die Möglichkeit zu sagen, sie würden keine Werbung verkaufen, sondern Dinge, die sich die Leser gerne ansehen – zumindest in der Theorie. Ich glaube, dass das in einigen Fällen klappen kann, vor allem bei Videos.

Doch diese Art der Werbung scheint nicht zu funktionieren, wenn es um gedruckte Zeitschriften oder klassische Nachrichten-Websites geht. Nicht, weil sie die Leser täuschen, weil sie glauben hier echte redaktionelle Inhalte zu lesen, sondern weil sei ziemlich lausige Imitationen von echtem redaktionellem Inhalt sind.

Ich weiß nicht, warum das so ist. „Echten“ Inhalt zu produzieren, den Leser von sich aus interessant finden, erfordert zwar ein bestimmtes Talent aber keines, was selten ist. Aus welchem Grund auch immer funktioniert dieses Format aber weder als Werbung noch als sonst etwas.

Das gilt für Magazine und Zeitungen von früher genauso wie heute. Ein Beispiel: Sehen Sie sich den „Sponsor Content“ an, der auf The Atlantic zu finden ist – selbst nachdem sich das Magazin für einen von Scientology bezahlten Artikel entschuldigt hat. Der Artikel von IBM ist einfach unlesbar. Oder auch diesen Artikel bei der Hufinngton Post, der offenbar vom Pharmahersteller AstraZeneca bezahlt wurde – zumindest taucht der Produktname Prilosec in der Webadresse des Artikels auf.

Selbst die schlauesten Köpfe bei der gehypten Social-News-Plattform Buzzfeed, die mit der unheimlichen Gabe gesegnet sind, Inhalte zu veröffentlichen, die geklickt werden, sind an dem Konzept gescheitert, als sie versuchten, Inhalte für das Tourismusbüro des US-Bundesstaates Nevada zu schreiben.

Daher eine einfache Grundregel für Website-Betreiber und Werber, die sie im Hinterkopf behalten sollten, wenn sie ihre nächste Advertorial-Kampagne planen: Wenn der Fake-Artikel, den Sie schreiben, einfach und erbarmungslos mit wenigen Tastenklicks und etwas geschickter Photoshop-Arbeit parodiert werden kann, versuchen Sie etwas anderes.

Screenshot
Screenshot

Bei dem Artikel handelt es sich um einen redaktionell bearbeiten Beitrag von AllThingsD.

Kommentar abgeben

Wir begrüßen gut durchdachte Kommentare von Lesern. Bitte beachten Sie unsere Richtlinien.

Über WSJ Tech

  • Apps, Crowdfunding, Cloud Computing – neue Technologien werfen die Regeln der Weltwirtschaft um. WSJ Tech erklärt technologische Trends, stellt interessante Entwicklungen vor und analysiert die wichtigsten Trends der IT-Wirtschaft.

    Die Autoren:

    Stephan DörnerStephan Dörner
    Jörgen CamrathJörgen Camrath
The Wall Street Journal & Breaking News, Business, Financial and Economic News, World News and Video
Search

Google Rebuffs European Union on Antitrust Charges

Google rebuffed the European Union’s demand that it change the way it ranks online comparison-shopping services in its search results, setting up a potentially drawn-out legal battle.

U.S. Stocks Rally Amid Recovery in Global Markets

Stocks soared for the second day in a row, with the Dow Jones Industrial Average erasing its losses for the week, as renewed optimism about the U.S. economy eased concerns about the pace of global growth. 62

Hacker Killed by Drone Was ‘Secret Weapon’

That Islamic State’s Junaid Hussain was targeted directly by the U.S. and U.K. shows the extent to which digital warfare has upset the balance of power on the modern battlefield.

EU Moves to Expand Operations Against Smugglers of Migrants

The European Union’s force commander said his mission against smuggling gangs working in the Mediterranean is now ready to stop and search boats, the first tentative steps toward expanding naval operations.

Russia Shows Off Military Might as Budget Gets Squeezed

Even as the country projects a muscular image, a falling ruble and weaker economy has forced President Vladimir Putin to scale back ambitious plans to modernize the military.

China’s Turbulence Exposes Risks to Europe’s Growth

The Eurozone’s heavy reliance on exports leaves the region vulnerable as emerging markets stumble.

Ukraine Secures Debt-Relief Deal

Ukraine’s government secured a vital debt-relief deal, the country’s finance ministry said, a key step toward unlocking billions of dollars in emergency financing.

Austrian Police Find Up to 50 Migrants Dead

Europe’s migrant crisis took a deadly turn deep in the continent with the discovery in Austria of a truck containing up to 50 decomposing corpses. 52

Greece Closer to Formal Election Call

Greece on Thursday named Vassiliki Thanou Christopoulou, head of the country’s Supreme Court, as interim prime minister, with the task of leading the country to an election.

Anger Over Garbage in Lebanon Blossoms into Demands for Reform

Calls for political reform, however, collide with country’s entrenched, sectarian-based political system.

NATO Chief Opens Joint Training Base in Georgia

NATO’s secretary-general opened a new joint training base in Georgia, promising the country could count on its western allies.

Mexican President Shuffles Cabinet

Mexican President Enrique Peña Nieto has made a limited cabinet shuffle, replacing the education minister and national security commissioner, while keeping the finance and interior ministers.

Sanctions Bite Massive Gas Project in Russian Arctic

A race to shore up funding for the $27 billion Yamal LNG energy project in the Russian Arctic has emerged as a test of Moscow’s ability to weather Western sanctions.

UberChina Closing In on $1 Billion in New Funding

The Chinese affiliate of Uber is close to securing about $1 billion in new funding from investors in the region, part of the ride-hailing company’s rivalry with deep-pocketed Chinese rival Didi Kuaidi.

Icahn Discloses Stake in Freeport-McMoRan

Activist investor Carl Icahn disclosed a 8.5% stake in mining-and-energy giant Freeport-McMoRan on Thursday, saying its shares are undervalued and that he plans to talk with management about costs.

French Telecom Tycoon Drahi to Hire Alcatel CEO Combes for Top Jobs

French telecommunications tycoon Patrick Drahi will hire Michel Combes, the departing chief executive of Alcatel-Lucent to take top jobs at his French company Numericable-SFR and his holding company Altice.

How Do You Short China?

Traders are scouring stock, bond and currency markets for ways to make money on the malaise afflicting China. Some are piling into insurance-like contracts that would pay out if the country defaulted on a small pool of its foreign-denominated bonds.

Stock Halts Added to Monday’s Market Chaos

Monday’s mayhem in stocks appears to have been exacerbated by rules designed to ensure orderly trading, executives and traders said, the latest ripple from investors’ embrace of stock-linked funds.

Fed Urged to Press Ahead With Rate Rise

After months of forewarning by the Federal Reserve that it is preparing to raise short-term interest rates, some international officials have a message: Get on with it already.

From $21.5 Billion to $4.4 Billion in 18 Months

Market turmoil in China has further derailed the money-management industry’s flagship effort to bring more-sophisticated—and riskier—investment strategies to small investors.

Mansion

A Swedish Couple’s Lakeside Oasis

Entrepreneur Olof Sköld and his partner, Helene Carson, build a retreat for their family

Life

Adventure & Travel

Berlin’s Waterfront Heats Up for Travelers

The capital’s long-overlooked riverbanks are now party central, lined with hot hotels and bars—and a beach with a view of Angela Merkel.

At My Vanity

A Hair Stylist’s Secrets for Beauty, the French Way

Celebrity hairdresser Vinz, who has tended to the tresses of everyone from Kirsten Dunst to Caroline de Maigret, shares his top tips for glowing skin and ending bad hair days forever.

Video

Facebook's 'M' Takes on Siri and Google Now

3:36

Up to 50 Migrants Found Dead in Truck in Austria

0:32

Colorado Theater Killer Sentenced to Life in Jail

1:22

On Wine: Will Lyons

Why Gin Is Back With a Flourish

Gin is experiencing the kind of boom the wine industry experienced in the mid-1980s, as boutique-distilled bottles with names like Half Hitch, Opihr and Ransom Old Tom give the classic G&T a new—and flavorful—twist