Some titles are partnering with advertisers to use their editorial credibility to endorse and promote brands. Have they crossed the line? Or, is there a line any more in the digital age?
T 22 he magazine is
reinventing itself by becoming a ‘transmedia’ brand.
R athe r than focusing solely on print content and
two-dimensional ad space, Hearst and Condé Nast are partnering with selected advertisers to promote brands via editorial content.
Hearst, the world’s largest publisher
of women’s magazines and home to Cosmopolitan, is leading the way; three of its flagship publications, Marie Claire,