Making journalists write native ads is a ‘mistake’ Mandarin editor warns publishers

L:R Nicole Sheffield, Kylie Rogers, Ian McClelland, Jason Whittaker

L:R Nicole Sheffield, Kylie Rogers, Ian McClelland, Jason Whittaker

The editor of new online publication The Mandarin has argued at a forum in Sydney that allowing journalists to write branded content is a “massive mistake”, which runs the risk of undermining reader confidence in publications and mastheads across various segments.

Speaking at during a sometimes heated discussion on the separation of sales and editorial at yesterday’s Publish Conference in Sydney former Crikey editor Jason Whittaker said he did not believe journalists should be allowed to write brand content or native advertising.

“Readers have to trust the byline,” said Whittaker. “If I have to figure out the byline and if there is a sponsor behind it then I am going to have a lot less trust in the byline.

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