12 Tips to Avoid The Atlantic’s ‘Sponsored Content’ Meltdown

Media organizations constantly confront an irksome question: How far can we go to accommodate a sponsor? The Atlantic last week designated its “screw-up” over a Church of Scientology advertorial as a mistake made as the magazine company explores “new forms digital advertising.”

Let’s accept their claim at face value. Still, the principles have been in the making for more than a decade and often mirror ones reminiscent of print and broadcast.

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