On The Media

An Ethical Framework for Sponsored Content

Friday, July 19, 2013

Sponsored content, or "native advertising," is increasingly becoming a source of revenue for the financially strapped news media. But this can be dangerous territory since native advertising is often made to resemble the actual editorial content. Bob talks to Steve Rubel, chief content strategist at the PR firm Edelman, about an ethical framework for navigating the murky waters of sponsored content partnerships.

William Tyler - Country of Illusion

Comments [4]

On The Media

Blurring the Line Between Advertising and Content

Friday, January 25, 2013

Last week, The Atlantic ran a piece of sponsored content on its website for the Church of Scientology that looked a lot like their standard editorial content. Within 12 hours, the magazine had pulled the article and apologized. Bob talks to digital media management consultant Dorian Benkoil about how the online world is redrawing the line between advertising and editorial — because the alternative may be extinction.

Comments [1]