• Adweek, Monday, March 3, 2014 4:25 PM

The Washington Post is close to selling a version of its native ad program, WP BrandConnect, "that will run in the printed newspaper," and is running the first campaign -- for PhRMA, the pharmaceutical industry trade group -- that will appear as part of newspaper's mobile news stream, writes Lucia Moses. BrandConnect is  "adopting the multimedia, longform template" long used in editorial features, though it will be labeled sponsored content and "use a different background color and font from the newsroom's," adds Moses.

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