The first order of business in this book is to describe what native advertising is—and what it isn’t. This is critical, because there’s still considerable confusion regarding terminology. Native advertising is primarily thought of in digital form, though it’s also seen in traditional print magazines and newspapers and even on TV. But online is where it’s used most often.

In the earlier days of print journalism—which was not so long ago, because the world is changing at a furious pace—there was a “Chinese wall” between the editorial side of journalism and the advertising side. What that meant was that the journalists who were writing for the publication—whether it was a newspaper, magazine, or any other ...

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