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Austria Struggles to Identify Migrants’ Bodies

Veteran police investigators say they have never faced a task like identifying the 71 bodies of would-be refugees unloaded from the back of a truck found abandoned along a highway last week.

5 Things to Watch at the ECB’s September Meeting

Is it time to take the European Central Bank’s stimulus off cruise control? This is the key question heading into Thursday’s policy meeting.

Global Markets Bounce Back

Global markets were broadly higher ahead of the European Central Bank’s regular monetary policy meeting and a closely watched jobs report out of the U.S. later in the week.

China to Slim Down Military

Xi Jinping announced a reduction of 300,000 troops to China’s armed forces, part of a series of reforms to strengthen a military striving to assert increasingly global interests.

Europe File

Tsipras Moves Greece Past Austerity Debate

Greeks can now have a conventional political debate on the choices needed to hit its bailout targets.

Inside Uber’s Fight With Its Chinese Nemesis

China’s multibillion-dollar ride-hailing market has erupted into a brawl between Uber and Beijing startup Didi Kuaidi.

Apple’s Latest Challenge: Topping Its Own Success

Apple’s iPhone 6 and iPhone 6 Plus reignited sales growth for the smartphone. But analysts predict muted growth for its latest models due out next week.

Sweden Leaves Interest Rate Unchanged

Sweden’s central bank has left its main interest rate and bond-buying program unchanged, saying its existing policies were supporting the economy and would lead to inflation moving closer to its 2% target.

Devaluation Strengthens China’s Hand at IMF

Beijing’s careful management of its currency since its devaluation last month is bolstering China’s bid to get the yuan included in the IMF’s basket of reserve currencies as soon as November.

Rio Tinto Sees Solid Demand for Steel

Rio Tinto told investors it expects world-wide demand for iron ore to keep growing despite China’s economic slowdown, as the company projected a rising appetite for steel.

Private-Equity Firms Explore Bids for Petco

Private-equity firms are examining a possible purchase of Petco Holdings, the pet-store chain that filed to go public last month.

Barclays Sells Portuguese Retail-Banking Business

Barclays PLC has sold its Portuguese retail banking business to Spain’s Bankinter SA, as the British bank scales back its presence in less profitable markets.

Foreign Firms Feel China’s Chill

Market turmoil and Beijing’s crackdown on brokers and investors is complicating the plans of foreign funds and investment banks that had bet on bigger business in China.

Syngenta Moves to Calm Disappointed Shareholders

Syngenta moved to appease shareholders angered by its rejection of a takeover from Monsanto, saying it will divest its global vegetables seeds business and return more than $2 billion to shareholders.

Vivendi Earnings Rise

Vivendi SA on Wednesday reported a rise in second-quarter net profit, boosted by a windfall from the sale of its Brazilian telecom unit GVT to Telefónica SA.

Small Firms Slow to Embrace Chip-Card System

Many small businesses aren’t racing to update their checkout systems ahead of an Oct. 1 shift that will put merchants on the hook for some fraudulent card charges.

World Tree Count Climbs

There are slightly more than three trillion trees in the world, a figure that dwarfs previous estimates, according to the most comprehensive census yet of global forestation. 172

Gas Discovery in Egypt Troubles Israel

Israeli officials have expressed concern that the discovery of an extensive gas field off the coast of Egypt could upend Israeli development of its energy resources.

Masked Gunmen Kidnap 18 Turkish Workers in Baghdad

Identities of the gunmen in an early-morning raid on a sports stadium weren’t immediately known, as Turks in Iraq were seized for a second time in the past year.

At Least 22 Killed in Suicide Bombings at Mosque in Yemen

A pair of suicide bombings killed a least 22 people Wednesday at a mosque in San’a, just hours after a gunman killed two Red Cross workers.

Obama Locks in Votes to Secure Iran Nuclear Deal

President Barack Obama locked in enough support in Congress to ensure he can overcome bipartisan opposition and implement a landmark nuclear accord with Iran. 1816

Solitary Confinement Poses ‘Grave Problem,’ Study Says

Prisons are holding as many as 100,000 inmates in solitary confinement, a striking figure that poses a “grave problem” for the criminal justice system, according to a study. 56

Emails Point to Large Role for Clinton Adviser Blumenthal

Longtime aide Sidney Blumenthal maintained an outsize role with Secretary of State Hillary Clinton, despite being blocked from taking a job at the department. 189

Court Weighs Request to Immediately Stop Phone-Data Collection

An appeals court panel is considering whether to allow the government to continue the bulk collection of phone records during a six-month transition period until a new law kicks in prohibiting the controversial program.

Biden’s Florida Trip Draws Campaign-Level Attention

Vice President Joe Biden received full-court national attention for an otherwise routine visit to Miami Dade College, with dozens of television cameras, photographers and reporters there to cover his 30 minutes of remarks.

Video

Hungarian Police Struggle to Control Migrants

2:02

The Iran Nuclear Deal Explained

3:34

Uber Class-Action Lawsuit: What's at Stake

2:39

20 Odd Questions

Manolo Blahnik on Old Films and Kate Moss

The shoe designer on what he’d blow his money on, the drama behind Kate Moss’s wedding shoes and exactly how he feels about fake Manolos.

A Modigliani Painting for $100 Million?

Christie’s International said it expects to ask roughly $100 million for a Modigliani nude that will be auctioned this fall, a bold reflection of how prices for blue-chip paintings have skyrocketed in recent seasons.

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.

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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

Austria Struggles to Identify Migrants’ Bodies

Veteran police investigators say they have never faced a task like identifying the 71 bodies of would-be refugees unloaded from the back of a truck found abandoned along a highway last week.

5 Things to Watch at the ECB’s September Meeting

Is it time to take the European Central Bank’s stimulus off cruise control? This is the key question heading into Thursday’s policy meeting.

Global Markets Bounce Back

Stocks around the world extended gains as investors looked for signals of how central banks will contend with upheaval in financial markets.

China to Slim Down Military

Xi Jinping announced a reduction of 300,000 troops to China’s armed forces, part of a series of reforms to strengthen a military striving to assert increasingly global interests.

Europe File

Tsipras Moves Greece Past Austerity Debate

Greeks can now have a conventional political debate on the choices needed to hit its bailout targets.

Inside Uber’s Fight With Its Chinese Nemesis

China’s multibillion-dollar ride-hailing market has erupted into a brawl between Uber and Beijing startup Didi Kuaidi.

Apple’s Latest Challenge: Topping Its Own Success

Apple’s iPhone 6 and iPhone 6 Plus reignited sales growth for the smartphone. But analysts predict muted growth for its latest models due out next week.

Sweden Leaves Interest Rate Unchanged

Sweden’s central bank has left its main interest rate and bond-buying program unchanged, saying its existing policies were supporting the economy and would lead to inflation moving closer to its 2% target.

Devaluation Strengthens China’s Hand at IMF

Beijing’s careful management of its currency since its devaluation last month is bolstering China’s bid to get the yuan included in the IMF’s basket of reserve currencies as soon as November.

Rio Tinto Sees Solid Demand for Steel

Rio Tinto told investors it expects world-wide demand for iron ore to keep growing despite China’s economic slowdown, as the company projected a rising appetite for steel.

Private-Equity Firms Explore Bids for Petco

Private-equity firms are examining a possible purchase of Petco Holdings, the pet-store chain that filed to go public last month.

Barclays Sells Portuguese Retail-Banking Business

Barclays PLC has sold its Portuguese retail banking business to Spain’s Bankinter SA, as the British bank scales back its presence in less profitable markets.

Foreign Firms Feel China’s Chill

Market turmoil and Beijing’s crackdown on brokers and investors is complicating the plans of foreign funds and investment banks that had bet on bigger business in China.

Syngenta Moves to Calm Disappointed Shareholders

Syngenta moved to appease shareholders angered by its rejection of a takeover from Monsanto, saying it will divest its global vegetables seeds business and return more than $2 billion to shareholders.

Vivendi Earnings Rise

Vivendi SA on Wednesday reported a rise in second-quarter net profit, boosted by a windfall from the sale of its Brazilian telecom unit GVT to Telefónica SA.

Small Firms Slow to Embrace Chip-Card System

Many small businesses aren’t racing to update their checkout systems ahead of an Oct. 1 shift that will put merchants on the hook for some fraudulent card charges.

World Tree Count Climbs

There are slightly more than three trillion trees in the world, a figure that dwarfs previous estimates, according to the most comprehensive census yet of global forestation. 172

Gas Discovery in Egypt Troubles Israel

Israeli officials have expressed concern that the discovery of an extensive gas field off the coast of Egypt could upend Israeli development of its energy resources.

Masked Gunmen Kidnap 18 Turkish Workers in Baghdad

Identities of the gunmen in an early-morning raid on a sports stadium weren’t immediately known, as Turks in Iraq were seized for a second time in the past year.

At Least 22 Killed in Suicide Bombings at Mosque in Yemen

A pair of suicide bombings killed a least 22 people Wednesday at a mosque in San’a, just hours after a gunman killed two Red Cross workers.

Obama Locks in Votes to Secure Iran Nuclear Deal

President Barack Obama locked in enough support in Congress to ensure he can overcome bipartisan opposition and implement a landmark nuclear accord with Iran. 1816

Solitary Confinement Poses ‘Grave Problem,’ Study Says

Prisons are holding as many as 100,000 inmates in solitary confinement, a striking figure that poses a “grave problem” for the criminal justice system, according to a study. 56

Emails Point to Large Role for Clinton Adviser Blumenthal

Longtime aide Sidney Blumenthal maintained an outsize role with Secretary of State Hillary Clinton, despite being blocked from taking a job at the department. 189

Court Weighs Request to Immediately Stop Phone-Data Collection

An appeals court panel is considering whether to allow the government to continue the bulk collection of phone records during a six-month transition period until a new law kicks in prohibiting the controversial program.

Biden’s Florida Trip Draws Campaign-Level Attention

Vice President Joe Biden received full-court national attention for an otherwise routine visit to Miami Dade College, with dozens of television cameras, photographers and reporters there to cover his 30 minutes of remarks.

Video

Hungarian Police Struggle to Control Migrants

2:02

The Iran Nuclear Deal Explained

3:34

Uber Class-Action Lawsuit: What's at Stake

2:39