Video: Value & Credibility at the Core of The Economist’s Native Content
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There’s a lot of hand wringing about native advertising and its potential for destroying the trust that exists between a publisher and its audience. While that risk certainly exists there are also a lot of very smart publishers that understand their editorial credibility is their most valuable asset and have no intentions of undermining it, with native advertising or otherwise.
The Economist is one such publisher. In fact, The Economist‘s entire philosophy on native advertising (though it doesn’t use the term native advertising itself) is based on an ongoing conversation with its audience and an understanding of what the audience finds meaningful. And
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