Publishers Enlisting Editorial Staffers On Behalf Of Advertisers
Posted: 9/9/2013  |  By: Michael Sebastian | AdAge
Many publishers embracing sponsored content defend the integrity of their ad/edit walls by creating in-house teams apart from their newsrooms to produce content on behalf of advertisers. But a handful of publishers -- such as Mashable and Mental Floss -- are allowing their editorial staffs to write stories and produce videos for advertisers, arguing that it affords a more authentic experience.