There is a current kerfuffle about digital newspaper “native” advertising, so-called because of its resemblance to editorial content. Observers from the high ground, like journalist Andrew Sullivan, consider it to be an ethical collapse by the media that will lead to its extinction. Defenders tend to point out that, well, newspapers have to do something.
But what critics and defenders alike do not acknowledge is that native advertising is actually a better commercial model for both traditional media companies and audiences.
Read the full posting on Marketing Magazine here.