Debating the Changing Economics of Editorial Content

By: Stuart Elliott | New York Times

As the 10th annual Advertising Week in New York began on Monday, speakers and panelists were paying a good deal of attention to what appears in between ads — a k a editorial content — as well as to the ads themselves.

The focus on content creation was partly related to content’s being part of a major trend on Madison Avenue known as content marketing or native advertising, which seeks to skirt consumers’ aversion to being pitched by dressing up ads to resemble articles or programs.