Native Advertising: Camouflaged ads that look like news stories

As you have seen, both the NZ Herald (APN) and Stuff (through their newspapers, and Fairfax) are trying to keep the ship afloat by hiding advertising inside stories.   This is a world-wide phenomenon.

Enjoy this primer on Native Advertising:  (If you don’t have time now, check it out later – it is worth your time)

Whaleoil is going to have a brand new regular feature:  Is this Native Advertising? [POLL], where we will show you something published by the media, and we ask you to figure out if it is news or it is trying to sell you something.

I often show you the news behind the “news”.  Let’s start seeing how those “honourable” media companies who are so above what we do here because they are decent, trained and skilled, with paragons of virtue like John Drinnan, are smiling at you while they treat you like cattle.

We’ll start with this one:

This is the biggest show we have had since the global financial crisis and is the largest of it’s kind in Australasia, and to have these luxury goods returning is great.”

For those 500 plus exhibitors who did make the cut, they will no doubt be excited by the fact that an estimated 45,000 people are expected ‘through the doors’, with Saturday predicted to be the busiest day when out-of-towners are more likely to attend.

The Auckland Home Show opened yesterday and runs until Sunday the 14th of September. For more information visit

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As much at home writing editorials as being the subject of them, Cam has won awards, including the Canon Media Award for his work on the Len Brown/Bevan Chuang story. When he’s not creating the news, he tends to be in it, with protagonists using the courts, media and social media to deliver financial as well as death threats.

They say that news is something that someone, somewhere, wants kept quiet. Cam Slater doesn’t do quiet and, as a result, he is a polarising, controversial but highly effective journalist who takes no prisoners.

He is fearless in his pursuit of a story.

Love him or loathe him, you can’t ignore him.

To read Cam’s previous articles click on his name in blue.