Online Advertising and News Site Credibility

This Webinar was originally broadcast on:
February 24, 2010 Enroll Now
Watch and listen to the original one-hour Webinar in its entirety. This Webinar recording features the full presentation led by Poynter faculty and visiting faculty including Q&A from the audience and resources from the presenter.

Course Overview

Online Advertising and News Site Credibility
Originally Broadcast On:
February 24, 2010
Time Estimate:
One hour

This Webinar is $9.95 for members of APME and CNA. Watch your member e-mail to get details about the discount. APME members also may contact Sally Jacobsen at: To contact the Canadian Newspaper Association about the discount, send e-mail to:

About Webinars

In this virtual classroom, participants can join in a seminar led by Poynter faculty and visiting faculty. This screencast includes live audio and a slideshow presentation in which participants can post questions and respond to poll questions posed by the host.

Make smarter decisions in the delicate balance between ads and news on your Web site. Learn the importance of coordinating ads — banners, hyperlinked words and displays — with relevant online news content and how it affects readers. This one-hour Webinar will help you build effective online advertising that doesn't harm the credibility of your news organization or your advertisers.

The managing editor of, Kathy Best, will discuss the results of the APME Online Credibility Project and The Seattle Times Co. study: Impact of Contextual Advertising. She'll point out the highlights of the study and how these ideas have worked at

What Will I Learn:
  • The definition of contextual ads and why you want to embed contextual ads with the right content
  • Credibility landmines with contextual advertising
  • What readers think of advertising in a news site
  • Where and when ads find success on your Web pages
Who Should Take this Course:

Editors and advertising leaders who have to integrate news and advertising online.

This Webinar is part of the Online Journalism Credibility Series, developed in partnership with Associated Press Managing Editors (APME). The Webinars are the outcomes of projects by six newsrooms as part of APME’s Online Credibility Project and funded by grants from the Ethics and Excellence in Journalism Foundation and APME Foundation. The series is also developed with the support of the Canadian Newspaper Association (CNA).

Course Instructor:

Kathy Best

Kathy Best is managing editor, digital news and innovation, at The Seattle Times. Best joined The Seattle Times in February 2007, simultaneously making a leap across the country and across the print/digital divide. She works with a staff of 25 producers, designers and engineers at and is the bridge between the Times newsroom and its online operations.

Training Partners:

Associated Press Media Editors

APME is an association of editors on the forefront in setting ethical and journalistic standards for newspapers and in the battle for freedom of information and the First Amendment.

Canadian Newspaper Association

The Canadian Newspaper Association is a non-profit organization, representing Canadian daily newspapers (English and French) with circulations ranging from 1,500 to almost 500,000 per day.

Technical Requirements:

This Webinar contains audio. Please make sure you've got your headphones and speakers adjusted.

For the best experience, we suggest that:

  • PC users use Internet Explorer or Netscape/Mozilla/Firefox
  • Mac users use Netscape/Mozilla/Firefox or Safari
  • You set your monitor resolution to 1024 x 768 or higher
  • You use a high-speed connection

Please test your connection.

Questions? Contact us at