In the second episode of this year’s magBlast series on sponsored content, we speak to Paddy Harrington, Founder of Frontier Magazine, about their new approach to native advertising.

Rather than having the traditional pages of advertising found in most magazines, Frontier works with advertisers on creating a page or two of content that fits in seamlessly with the magazine’s design and aesthetic. These pages can feature interviews with the company or information on the advertiser that is useful to the reader.

We talk with Harrington about Frontier‘s integrated advertisements and how they work to create sponsored content that genuinely connects with audiences.