That Post Where I Continually Rain Praise on WIRED

Yeah, WIRED just gets it right. A recent post on WIRED's homepage (labeled BRANDED CONTENT, subtlely) called "New Service Lets You Scan the Mind of a Burglar" looks, feels and reads just like any ol' WIRED story. The headline matches the tone of voice of its online and print stories. The story features several videos, all are engaging. Most importantly, the article has context!

WIRED's editorial and advertising staff obviously run a tight ship when it comes to its native content. The advertised content matches the needs and wants of its main demographic base (tech-nerds and pop culture fans like myself), and unlike some branded content pieces, the reader isn't head over the head with gimmicky designs or not-so-clever ad units. There is a sidebar ad running along the right side of the page, and some links to the brand in the piece, but other than that, nothing in the design of the article screams "ad!".

By keeping the "Branded Content" callout legible, if subtle, and keeping the editorial and design true to the publication's branding, WIRED magazine nails native.