While marketers, advertisers, brand managers, and publishers are cheering the advent and increase of native advertising, many journalists are not so happy. This chapter takes a look at both the “old guard” of traditional writers (who began their careers by writing for paper-based publications) and the “young Turks” (who are just graduating from journalism schools and starting their careers), to see how they feel about how native advertising is changing the way publications handle content. Many are finding they need to either adapt or adopt new ways of working.

The primary question asked of journalists was, “Is native advertising the ‘new normal’?” I wanted to know their opinions, especially since ...

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