For Intel's HTML5 Hub, the medium is the message

09/23/2013 | Advertising Age (tiered subscription model)

Intel is promoting the use of its HTML5 Hub by contributing interactive design to stories such as Rolling Stone's "The Geeks on the Front Lines." The impractically expensive design is meant to demonstrate an "HTML5 Article experience by the HTML5 Hub and Intel," as the piece is bylined, but Intel exercised no control over the content as it would in a native ad. "When you start doing new things, you make certain investments and build an audience. And once the audience is there, the advertisers will follow," says David Kang of Wenner Media, Rolling Stone's publisher.

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