The format

Native advertising — an article, paid for by a brand, written and designed in the voice of the newspaper or magazine that runs it. Readers finish it the way they finish any other story. Display ads get skipped; native earns its way in.

An ad people finish.A page people trust.3153+ titles.One desk.

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First time running native? That's who this is for. Talk to the desk before you decide anything.

Why it works

Native is the only ad format readers actually read.

A native article runs inside a publication a reader chose to buy, designed and written in that publication's voice. The reader's guard is down. The format does the work — if the writing earns its place.

A — Trust by association

The halo of the page it sits on.

A reader inside Aftenposten or Dagens Nyheter has already extended their trust to the editor. A native article matches the tone and the typography, so the reader processes it as an expert feature — not a sales pitch.

Brand recall on native content is typically 2–3× higher than on the same brand's display ad in the same title.

B — Past the wall

Trained eyes don't skip it.

Readers have spent a decade learning to ignore banners, takeovers and pre-rolls. Native isn't an interruption to the reading experience — it is the reading experience. Readers turn into it at editorial pace.

Average time-on-page for a native article is 2–3 minutes; for a display impression it's under 2 seconds.

C — The audience bought the seat

You're not guessing the demographic.

A reader of Kapital is there for finance. A reader of ELLE Sverige is there for fashion. The audience self-selected, and they paid to be there. Pick the title and you've picked the room.

3153+ titles across 9 markets — from national dailies to regional papers to vertical B2B and consumer monthlies.

Native vs. display

Two formats, two completely different jobs.

	Native content	Display advertising
Primary job	Engagement, education, brand authority. Earn the next click by being worth reading.	Immediate direct response or quick visual awareness; a tap or a brand impression.
Reader behaviour	Read at editorial pace — 2 to 3 minutes on page, often shared and saved.	Skipped, blocked, or filtered out by trained ad-blindness. Sub-second exposure.
Real estate	Full page or multi-page spread; long-form storytelling with images, pull quotes, data.	Banner, MPU, half-page, takeover — small visual boxes with three to five seconds to land.
Trust transfer	Inherits the publication's editorial credibility. Reader treats it as journalism-adjacent.	Treated as an interruption. Trust must come entirely from the brand itself.
Longevity	Print issues sit on coffee tables and waiting rooms for weeks; digital lives in the archive.	Flipped past or scrolled past in seconds; expires the moment the campaign ends.
Best fit	Top-funnel work — considered purchases, B2B, premium positioning, brand-building, category education. Pairs with performance, search and sales activity; rarely carries a campaign on its own.	High-frequency awareness, ecommerce retargeting, broad reach at low CPM.

04 · The rule that makes it work

If the writing is bad, the trust is gone.

The format only works if the article is as good as the editorial it sits next to. A native page that reads like a sales pitch in disguise loses the reader — and tarnishes the brand on the way out. We write for the publication first and the brand second. That is the only way the trust transfers.

— NativeSpin editorial desk

In the catalog

1903 publishing houses · 3153+ active titles

Future

Sanoma Media Finland

Newsquest

Reach

Egmont

Otavamedia

Bauer Consumer Media

Also in the catalog: Egmont Publishing, Stampen Media, Mittmedia, Gota Media, Allers Forlag, A-pressen, Bonnier Magazines & Brands, Bauer Media Norway, Strawberry Publishing, and four more independent houses. Full list available on access →

A sample of inventory

Eight titles drawn from the live catalog. Indicative, not a price list.

Access the full 240 →

Title	Publisher	Market	Format	Audience / mo
10TAL 10TAL	Litteratur/kultur	SE	Native article	— readers
11 Freunde RTL Deutschland (Bertelsmann)	Football culture	DE	Native article	— readers
20 Minuten TX Group AG	Free national tabloid	CH	Native article	— readers
20 minutes (FR) TX Group AG	Free tabloid	CH	Native article	— readers
220 Triathlon Immediate Media	Triathlon	UK	Native article	— readers
24 heures TX Group AG	Regional quality	CH	Native article	— readers
25 Beautiful Homes Future	Home/interior

3,153

Titles in catalog

Newspapers, business press and consumer magazines.

1,903

Publishing houses

Direct contractual relationships, no resellers.

24 hrs

Firm quote

From a named desk buyer, weekdays.

Markets, one contract

9 markets — billed in local currency.

How buying works

Four steps. No phone tag. No back-channel.

Step 01 — You

Send one brief.

Objective, target audience, markets, budget range, dates. One form, ten minutes. Or paste the brief you already wrote.

≈ 10 minutes

Step 02 — Desk

Named buyer responds.

A buyer on our desk works the brief across the catalog, requests live rates from publishers, and packages the options.

≤ 24 hours, weekdays

Step 03 — Quote

Firm quote, one contract.

Side-by-side options with firm prices, placements, dates and specs. You approve. One contract. One invoice per market.

Same week

If you've never run native, the honest questions.

“Will my audience actually read it?”

If the article is genuinely worth reading, yes — native posts in premium press routinely hold readers for two to three minutes. If the article is thinly disguised marketing, no, and the brand takes a hit on the way out. Quality is the whole game.

“What makes a good native article?”

It teaches something, solves a problem, or tells a story the reader of that publication would care about anyway. The brand earns its place by being useful or interesting first, and selling second. The byline is honest — readers know it's paid — the value is what holds them.

“Do I have to write the article?”

No. Give the desk an objective and a few facts. We write the article to the publication's editorial standard, route it through the publisher's review, and handle revisions. If you have writers, we'll work with them. If you don't, we are them.

“How long does a native article live?”

Print issues sit on coffee tables, waiting rooms and offices for weeks after publication. The digital version typically stays in the publisher's archive indefinitely and continues to pick up search traffic for months. Display ads disappear the day the campaign ends.

“What does a full campaign cost?”

We'll put together a plan that fits your goals. Prices vary widely depending on the title. Firm quote in 24 hours.

“Will native do the job on its own?”

Almost never. Native is a top-funnel format — its job is consideration, authority and category trust, and it does that work better than any other paid channel. But the demand it builds still needs somewhere to convert: search, performance ads, sales, your own pages. Native makes the audience care. The rest of your mix lets them act on it.

Don't know where to start? Start here.

Tell us what you're trying to do. The desk will tell you whether native fits, which titles match, what it costs, and how to brief it. If you decide to go ahead, we handle the rest — one brief, one contract, one invoice per market.

Talk to the desk →

For brands, in-house marketing and agencies. Publishers — .