Key points by Ioanna Georgia Eskiadi
Sponsored editorial content provides an alternative journalistic practice. It is mainly produced by media and it’s actually something between editorial content and advertisement. It became the most popular form of native advertising, a widespread practice. The term “native advertising” is used to comprise a wide variety of advertising.
There are two main defining characteristics, the content takes the same form and qualities of a publisher’s original content and usually provides useful and entertaining information as a way of influencing the perception of the sponsor brand. As customized native advertising, specially produced by a publisher to look like online news article. Editorial content should be distinctively separated from advertising. Journalists perceive sponsored content of any types necessary in order to bring in advertising is seen as incompatible with journalism.
The inclusion of sponsored editorial content in the news media raises serious concerns around its impact on editorial integrity, credibility and trust. Journalistic values that need to be examined are the newsworthiness, trustworthy, objectivity and credibility. If you want to follow the sponsored editorial content, you need to be clear with your audience and show them that there are clear journalistic values in our piece of work.
The 5th Thessaloniki International Summer Academy on Media is organized by School of Journalism and Mass Communications of Aristotle University Thessaloniki (AUTh), Jean Monet of European Union Public Diplomacy along with other partners under the title: “New trends in Media and Journalism: Turning crisis into opportunity”.
Special emphasis is given on the topics:
1. Disinformation, Science Journalism / News Literacy
2. Crisis Communication
3. New business models in Media Organisations