For the freelance journalist, the siren call of “brand journalism” is tough to resist. It’s a growth industry, and one that pays pretty well at a time when the $2-a-word magazine piece is hard to find.

But such brand work carries a cost: Many newsrooms won’t permit writers on the editorial payroll to write sponsored content for their sales counterparts, and vice versa. Gawker and The Wall Street Journal, for instance, won’t permit writers on the editorial payroll to write sponsored content. Condé Nast’s Wired draws a clearer line in the sand in using freelancers for its Amplifi native ad division. Freelancers can’t have contributed to the magazine in the past year and a half, vp, publisher Howard Mittman said.

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