Andrew Sullivan seems to think that native advertising most certainly is destroying journalism.
He comments on Ezra Klein’s Vox project raising $110 million over recent years and their stated business plans.
If the new media brands that have emerged over the last couple of years were described (accurately) as new advertising agencies, the stories might not have had as much traction (or contained as much hope for the future of journalism). But that, it is quite clear, is what most of these new entities are. Vox has now dropped any pretensions that it is notÂ becoming an ad agency, creating âarticlesâ that perpetuate and distribute the marketing strategies of major corporations.
The logic of this, from a business standpoint, is so powerful almost no one can resist it. Display or banner advertising is sinking into an after-thought, leaving journalism with a huge revenue crisis â especially when you have no subscription income from readers. And when youâre drowning in venture capital, the pressure to to find a way to pay it back eventually must, even now, be crushing. Thereâs no other explanation for the fullscale surrender of journalism to what would, only five years ago, have been universally understood as blatant corruption.
What always amazes me about the interviews with the various media professionals involved is their use of the English language. Itâs close to impenetrable to anyone outside the industry â e.g. âpublishers have to get better with understanding the product side of nativeâ â which, of course, helps to disguise the wholesale surrender of journalism to public relations. What also amazes me is how silent the actual editors of these sites are on the core, and once-deemed-unethical, foundation of their entire business. So weâre unlikely to hear Ezra explain to his liberal readers how heâs now engaged in the corporate propaganda business. But if you scan the interview with Voxâs new fake article guru, Lindsay Nelson, some truths slip out. To wit:
Youâre going to need to be great storytellers and create things that help advertisers with the goals that they have for that quarter âŠ Weâre trying to become a consulting partner, where we help brands and guide them to develop a content marketing strategy that is 12-months long âŠ If thereâs something in the news that a brand wants to be close to you can get them up and running with the same type of polish that they would expect from advertising that takes much longer.
So even breaking news may well be advertising in the near future. And good luck telling the difference.