Native advertising is one of the buzzwords of 2013.
Brands keen to get the attention of readers are sponsoring content on news sites, and publishers enthusiastic to explore new revenue streams are trying it out.
Forbes, BuzzFeed, Huffington Post, the Guardian and Wall Street Journal have all gone native. Meanwhile businesses, from Benetton to Google, are becoming publishers of branded journalism.
In this podcast we explore the guidelines proposed by AOL UK and the Huffington Post, ideas from News Corporation, and those put forward by a journalist who has spent the past year researching branded journalism.
We discuss the opportunities and risks of native advertising with:
- Raju Narisetti, senior vice-president and deputy head of strategy at News Corporation
- Carla Buzasi, editor-in-chief, Huffington Post UK
- Ebele Wybenga, journalist and author of The Editorial Age
You can hear future podcasts by signing up to the Journalism.co.uk iTunes podcast feed.
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