Articles that possess – in one way or another – been paid for by advertisers are a important part of a newspaper’s revenue stream. But it is vital for readers that the status of the article is clearly markedIt has been said before but bears repeating – journalism costs money. Captain John Edward Taylor knew that when he produced the first Manchester Guardian on 5 May 1821 with advertisements on the front page. Since then a mix of advertising and cover price has paid for the journalism between the covers of newspapers. One of the elements of advertising revenue is what was once known as the advertisement feature: an article that – in one way or another – has been paid for by advertisers. They possess varying amounts of control according to the deal.
As aspects of the traditional trade model of newspapers are hollowed out by the social and cultural changes wrought by technology, there is a greater emphasis on what is now known as branded content. This content is responsible for around 10% of Guardian revenues. It is important for both advertisers and readers alike that the status of the article is clearly marked.
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Source: theguardian.com