Scripps Networks Interactive is leading the way with televised "sponsored content" or "native advertising" -- spots produced in the same style as the shows they are sponsoring. For example, Scripps has collaborated with Scotts Miracle-Gro on a multiplatform arrangement that includes TV and online ads and advertorials in Food Network Magazine and HGTV Magazine. This collaborative strategy is credited with helping Scripps for the first time cross the $1 billion mark in upfront sales for the current season.
Scripps helps marketers shape ad messages, sees payoff
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