News UK tries to drive audiences in many different ways, said chief marketing officer Catherine Newman.

Branded content is one of the ways that News UK does that, Newman said at the INMA World Congress of News Media in New York.

“But there is this old-age challenge between church and state,” she added. “How we use social channels and how we use social platforms which we have — and whether editorial can approve it, because they’re involved in the content creation, or whether it’s purely down to the advertiser.”

This question is one that News UK is currently struggling with.

“We’re debating [this subject] between newsrooms,” Newman said. “As we add more formats and more distribution channels, the question becomes harder and harder to answer.”