“Native advertising is evil”, unless…

native_advertising

An extremely thought-provoking article appeared in The Guardian this week, written by the advertising analyst, Bob Garfield. Via a rather delicious Faustian metaphor, he accuses the publishing industry of selling its soul in its acceptance – possibly even its celebration – of native advertising: sponsored content which serves a brand agenda masquerading as editorially created copy. Or, as Fleet Street’s finest used to call it, advertorial.

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