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Digital Content: “aren’t we in danger of destroying the village in order to save it?”

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"I work hard to protect the reputation of the writers I commission, partly because screwing over journalists is not a good earned-media strategy, and partly because a compromised journalist is of no use to anyone. But mostly because surprisingly honest writing is a great way to engage the reader and bolster the brand that commissioned it."

And this:

"The biggest danger in native advertising is to the publishers and their brands. On Thursday, Andrew Sullivan asked “aren’t we in danger of destroying the village in order to save it?” And in my years of negotiations with media companies, I’ve been shocked at how little some of them value their reputations and brand equity.

The “platform” idea perfectly encapsulates my point: August publishing companies are opening themselves up to the rantings of every amateur and careerist who wants to add “columnist” to a LinkedIn profile. Those companies also let brands publish on their sites with very little to distinguish ad from editorial.

Guys, a trusted brand is better than an open platform, both for your readers and for your advertising customers. The internet is full of amateur ravings and branded swill, and is starved for great content. If you can make the latter, why open yourself up to the former? For new revenue streams? That story is short, and we know how it ends."

Great rant. He is, of course, correct.

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