Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era

Stéphane Matteo () and Cinzia Dal Zotto ()
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Stéphane Matteo: Platinn, Plateforme Innovation
Cinzia Dal Zotto: Platinn, Plateforme Innovation

A chapter in Handbook of Media Branding, 2015, pp 169-185 from Springer

Abstract: Abstract The present article aims to shed light on the broader paradigm change that has led to native advertising as a revenue model for the publishing business recently. The early emergence of native advertising is thus described in the light of branded content and brand culture strategies, a set of marketing practices that modify firms’ branding through a fresh editorial approach. The development of the native advertising concept is further problematized as a manifestation of the intertwined and blurring lines between communication and information, i.e., between marketing and journalism practices. We finally discuss potential implications of this type of sponsored content and some managerial recommendations.

Keywords: Native advertising; Sponsored content; Content marketing; Media strategies; Brands; Branding; Media business models (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18236-0_12

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DOI: 10.1007/978-3-319-18236-0_12

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