It was a shocker to read that the MailOnline is America’s third largest news outlet this morning, just behind NYTimes.com and WashingtonPost.com.

But it’s easy to get ahead when you have chutzpah. As a tabloid, it appears there was no hand wringing about pay models or how to fit sponsored content between slideshows of Kate Middleton’s baby bump and unsolved crime conspiracies. Sort of like the New York Post doesn’t worry about fact checking before laying our their morning edition.

From AdExchanger

 We don’t produce the content for them. What we do is create content hubs where their content will naturally fit in with our editorial. They may provide information about their products, videos showcasing their service and content relevant to topics in their product category. So we bring years of content publishing experience and an understanding of what audiences want to read. The marketer brings years of category insight and product knowledge. The end result has to provide more value to the consumer than if we had done this on our own. It’s in everyone’s interest to create something that’s entertaining. On top of that, it has to be clear that there’s a sponsor involved.

You can prattle on about the quality of the content and journalistic endeavors all you want, but the reality of digital publishing is just do it. ‘It just has to be clear that there’ a sponsor involved.’  Read more