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Landmines and goldmines in native advertising

The pros, cons, and data behind common objections to sponsored content.

This author asks the central question about paid content’s role in a media organization and shares his argument against it. Before any new organization embarks on a paid content program as part of its business model, sorting out the institution’s answer to arguments like this one is critical for leading cohesive teams who are aligned on the business and ethical reasoning that supports their work.

“My problems with paid content come from asking the obvious question: Does it make the place better or worse?”