Scott Douglas: When is an advertorial not an advertorial? When it’s sponsored content

GOTTA love this change stuff, eh?

We’re no longer writers or story-tellers, we’re now content producers. We don’t crib, borrow or adapt ideas, we repurpose them. And my personal favourite? We no longer deal with advertorials – it’s now sponsored content on ‘native advertising’.

Say what? How this latest buzz phrase came about is beyond me, but native advertising is a term which is rattling around the digital-savvy side of the media and gathering quite a lot of breathless hype on the way.

Coming from a print media background, I found this hard to understand at first. I was weaned on newspapers when the ‘Chinese wall’ between advertising and editorial was impenetrable.

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