As mentioned in the Introduction, there used to be a clear “church/state” separation between a publication’s editorial content and its advertising, both in the way the content and advertising were presented and in how the publisher’s editorial and advertising staff interacted and functioned. The editorial and ad sales departments were on separate floors; they were never in the same meetings; editors and ad salespeople didn’t even talk to each other. There was an invisible but obvious line between them—a line that neither would cross, and if someone did, that someone was almost certainly fired.

Elizabeth Hansen, ...

Get The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.