Sponsored Content Might Kill The Media

August 15, 2016 Ophelie Zalcmanis-Lai, Content Editor

A lot of the time, news about sponsored content comes with admiration. 

After all, it's the saving grace for media brands that can't get revenue the traditional way. It's the route to take when savvy businesses want take a sort of hybrid approach to staying with the times. 

It's smart. For news organizations, it's not a far cry from what they already do. Yes, it has that brand sponsorship header sitting inconspicuously at the top of the page. But really, it's extra dough to do assigned work but through the traditional methods that the media uses. 

Cool. Media properties are getting nimble. 

Yet it's still possible to flip this innovation on its head. Published on LinkedIn Pulse, Joe Pulizzi of the Content Marketing Institute warns of the potential dangers this holds for the media. 

His point is crystal clear and extremely valid: if the media is putting all of its efforts into securing more and more sponsored content, then what energy are they putting into actually making a solid business model that will stand the test of time?

Potentially very little.

Take a read of Pulizzi's How Sponsored Content Could Kill the Media and let us know on Twitter where you stand.

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