Key terms include: sponsored content, advertorial, native advertising, paid posts (a form of sponsored content), branded content, content marketing agency,
In developing these capabilities, newspapers are following a trail blazed by upstart digital publishers such as BuzzFeed, the Huffington Post and Vice Media. BuzzFeed ...
The opportunity, she says, is to “give brands a new way to talk to their audience” by creating original forms of advertising with the same journalistic flair as the publisher’s editorial coverage.
And even when an article is clearly branded, readers often struggle to interpret exactly what terms such as “sponsored” mean.
The Guardian, for example, uses “sponsored” to label “editorially independent” content produced by its journalists “to the same standards expected in all of our journalism”.
Complicating matters, it (The Guardian) uses other terms – such as “brought to you by” and “advertisement feature” – to describe content that is both paid for and produced by an advertiser.
To prevent commercial pressures from corrupting their journalism, news publishers have traditionally maintained a strict separation between their business teams and their journalists. ... Known within the industry as the “separation of church and state” ...
The New York Times has adopted a similar stance to BuzzFeed, creating all of its sponsored content within a dedicated team that sits in its advertising department.
For readers, such distinctions are subtle and easy to miss. But the increasingly close embrace between church and state within some publishers has important ramifications for the future of news.One other aspect of potential interest to journalists, translators and their professional associations is whether they should be thinking about using such strategies to promote themselves. There's food for thought there I feel.