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November 12, 2014

Mail Online appoints ‘commercial editor’ to oversee native advertising

By William Turvill

Mail Online has appointed a "commercial editor" to oversee the site's native advertising.

In September, the site revealed plans to charge up to £65,000 for single sponsored articles in the UK.

Native advertising will now be overseen by former Femail commissioning editor Anne Shooter (pictured).

She said: "Native advertising is an important commercial priority for MailOnline, offering brands the extraordinary opportunity to reach its highly engaged and continually growing audience of 180 million people globally."

Publisher and editor-in-chief Martin Clarke said: "For native advertising to truly be successful it needs to be of the highest quality that retains journalistic integrity so people genuinely want to read it.

"Having witnessed Anne’s work over many years, I am delighted that she has accepted the role of Commercial Editor and I have no doubt that MailOnline’s native content will both engage and entertain our readers while ensuring our advertising clients reach their target audience."

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Shooter joins the site from the Daily Mail newspaper where she has worked for 18 years.

She has worked as editor of the Mail's Savy Shopper column and was also previously commissioning editor of Femail.

Shooter was also part of the team that established the Daily Mail in Ireland and ran the features department of London Lite when it was launched in 2006.

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