News UK shares its ongoing debate between editorial and advertorial

By Shelley Seale

INMA

Austin, United States

Connect   

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.”

About Shelley Seale

By continuing to browse or by clicking ‘I ACCEPT,’ you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.
x

I ACCEPT