Ethics And Trends Native Advertising - 3381 Words

Ethics and Trends Native Advertising Staying afloat: How native advertising poses a threat to traditional journalism By: Jesse Flickinger It’s never been harder to be a newspaper than in today’s current climate. The state of journalism, and how to fund it, are in a heavy storm of uncertainty. No one has quite figured out the answer yet on how to keep the current model alive. Papers are going under and the traditional revenue streams, which once brought them into fruition, are shrinking and drying up. Around the nation, several national and daily periodicals are experimenting with new ways of producing revenue to fund publications. But several problems arise in investigating these trends. Included in this search for new ways†¦show more content†¦Online print publications have struggled to attract advertisers for years and are also turning to native advertising to try and stop the bleeding. But the issue now lies in that these publications, in its aim to stay afloat in the new digital era, are sacrificing content and credibility; after already having to shed reporters in order to stay in the black. Native advertising is being seen as a Band-Aid of sorts to help alleviate some of the financial woes papers and publishers are feeling, but is it? Or is it another disease on the industry? Native advertising and why journalists should be afraid Native advertising is this generation’s take on the advertorial of yesteryear. It typically uses the editorial assets of a publication or media group and shares them with potential advertisers to create advertising editorial content that fits in(or is native to) that publication s traditional content. Most of the time these ads are flagged with sponsored posts or other disclaimers to let readers know they are ads, but they are still traditionally run along other news and editorial content fitting of the publication. Scott Cunningham, vice president of ad technologies at the Interactive Advertising Bureau, said that native advertising is essentially advertiser-sponsored content that matches the content style of the publisher. â€Å"N ative advertising is a way for advertisers to create content that supports their brand and a publisher’s quality