Tuesday, October 15, 2013

Harper's Redesigns Its Web Site and Embraces Branded Content - NYTimes.com

"Native advertising" could be the euphemism of the week
"Ken Doctor, a media analyst, calls native advertising a form of commercial storytelling. “You have public policy people telling stories, you have fashion magazines telling stories, you have advertisers telling stories,” said Mr. Doctor, adding that advertising as a whole “is going to be more pertinent to us and be more interesting and more useful — those are all positives.”
But as the lines between what is considered editorial and advertising blur, media companies will need to be increasingly vigilant about how they disclose such content to readers, Mr. Doctor said. “It does call for a very clear public disclosure and a very clear set of guidelines within these organizations,” he said. “Otherwise, the people who benefit from the blur are clearly the advertisers.”"
Harper's Redesigns Its Web Site and Embraces Branded Content - NYTimes.com
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