The Beginner’s Guide to Native Advertising

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In 1915, General Motors’ copywriter Theodore F. MacManus created what is often described as the first-ever native advertisement.

To promote a new Cadillac engine, MacManus published an article called “The Penalty of Leadership” in The Saturday Evening Post. It wasn’t a pretty photo of a new Cadillac car or a breakdown of the engine’s features. It was just a story that looked like other stories in The Saturday Evening Post and didn’t scream, ‘This is an ad!’


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