TVNewser FishbowlDC AgencySpy TVSpy LostRemote PRNewser SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Gerard Baker Does Not Like Native Advertising

Gerard Baker GGerard 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. If [advertisers] manipulate the digital or print operations of those news organizations, it makes the reader confused as to what is news and what is advertising, and the reader’s trust, the very reason that those advertisers want to advertise in those news organizations, goes away.

Mediabistro Course

Content Marketing 101

Content Marketing 101Starting September 8, get hands-on content marketing training in Content Marketing 101! Through a series of webcasts, content and marketing experts will teach you the best practices for creating, distributing and measuring the results of your brand's content, including how to develop a content marketing plan, become a content marketing and more. Register now!