Newspapers have been hit hard by the Internet. First, circulation took a dive. Second, they lost classifieds ads to websites such as Craigslist and Ebay.

Newspapers seem stuck with a format that mimics web portals, forced to sell loads of banner ads with the dubious help of ad-tech companies.

Following the success of Facebook, The Huffington Post and Buzzfeed with native advertising, many traditional media outlets jumped into the game.

By 2013, the Online Publishers Association reported that 73% of their members in the United States were offering native advertising opportunities, either in-house or outsourced. [12]