Gerard Baker Does Not Like Native Advertising

Gerard Baker, editor-in-chief of Dow Jones and The Wall Street Journal’s managing editor, is not a fan of native advertising. Capital New York reports that during an Advertising Week discussion, Baker repeatedly slammed the ad units.

At one point, Baker even compared companies using native advertising to Faust, the legendary character who traded his soul to the devil in exchange for unlimited intelligence and other pleasures. Yes, it gets that deep at Advertising Week.

Baker said that sponsored content or native ads blur the line between editorial and ads — a common complaint — and added that in the end, it’s a lose/lose situation:

An advertiser wants to advertise in The Wall Street Journal to be seen and to be associated with a brand like The Wall Street Journal, or The Financial Times or Bloomberg, because those news organizations are respected.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in