September 27, 2013 at 9:48 AM

Blurring the Line Between Marketing and Journalism

Digital Friday/Promotion

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Today is Digital Friday atOnce a Day Marketing™and we are discussing an emerging trend referred to as Native Advertising.

A recent New York Times article describes Native Advertising as an advertisement in the guise of journalism, displaying the same characteristics of the site on which it is found. This form of advertising is appearing in such publications as Forbes and The Atlantic. It is also known as sponsored content.

Although generally labeled as advertising, it may garner more attention than an online or traditional advertisement. We recently read an “article” in Forbes twice before I realized it was sponsored content. The up side is that a marketer is potentially increasing reach. The downside is that sites and publications run the risk of alienating their readers.

If you are going to place sponsored content for your business on other sites, the approach you take should enhance awareness but not at the expense of diminishing your brand in the eyes of followers. Partner with the sites to ensure you don't mislead and it is clear who is authoring the content.

On the reverse side, if you are accepting sponsored content for your site be sure to review it carefully and label it accordingly.

Once a Day Marketing™ positionsbrands to become #1 in the minds of target customers. Visit our website at You may also contact James Glover at (505) 501-1330 or email

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