Publishers Take On Ad-Agency Roles With Branded Content

A New York Times Co. staffer recently spent weeks digging into a technology company, visiting engineering departments and interviewing executives to ferret out the best story there was to be told about the firm.

It wasn’t for a hard-hitting exposé. Instead, the writer was working for T Brand Studio, the company’s in-house ad agency, to put together a report commissioned by the media publisher on how best to market itself in an ad campaign.

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