Sponsored content takes larger role in media companies
Sponsored content itself has also shifted as audiences migrate towards social platforms
New York
FOR some publishers unsettled by a fast-changing online advertising business, sponsored content has provided much-needed relief.
In recent years, publications large and small have invested in teams to make sponsored content - written stories, videos or podcasts that look and feel like journalistic content - hoping to make up for declines in conventional advertising. To varying degrees, they have succeeded.
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