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Is Native Advertising a Cover-Up or Cure for Bad Content?

Is Native Advertising a Cover-Up or Cure for Bad Content

Could Native Adver­tis­ing be a waste of mon­ey? “…you may not want to tell any­one but if my client has a great sto­ry to tell or some­thing inter­est­ing to say we can get it placed with jour­nal­ists. If they don’t have any­thing inter­est­ing to say they shouldn’t be mak­ing con­tent in the first place” stat­ed Kyle Mon­son, Con­tent Strate­gist and Chief Exec­u­tive of Knock Twice, a NY based PR and Con­tent Agency. Def­i­nite­ly a con­tro­ver­sial sub­ject at Paid­Con­tent Live, an event spon­sored by GigaOM, Native Adver­tis­ing, some­times called Brand Adver­tis­ing,  was despised by Andrew Sul­li­van, Edi­tor of The Dish, the recent­ly recre­at­ed online blog that eschewed adver­tis­ing to become a total­ly paid sub­scrip­tion based web pub­li­ca­tion. Andrew had no prob­lem con­sid­er­ing run­ning tra­di­tion­al ad units such as ban­ner ads but his opin­ion of  Native Adver­tis­ing was less than enthu­si­as­tic: “Native Adver­tis­ing is an absolute betray­al of the core prin­ci­ples of jour­nal­ism” Accord­ing to Wikipedia “Native adver­tis­ing is a web adver­tis­ing method in which the adver­tis­er attempts to attract atten­tion by pro­vid­ing valu­able con­tent in the con­text of the user’s expe­ri­ence.” Lewis D’Vorkin, Chief Prod­uct Offi­cer of Forbes defines Native Adver­tis­ing as “mar­ket­ing mes­sages that are part of the nat­ur­al flow…

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