The New York Times entered new territory this week by running a native print ad sponsored by Shell in Wednesday's paper. The 8 page spread also included scannable smart phone video content through the Blippar app. The article was about urban growth and urban smart design in relation to energy efficiency.
The Times has been reluctant to enter the branded content space. I think its previous stance makes sense. When content is branded, it is difficult to retain credibility. The Times is one of the most respected publications in the world and it is celebrated for its lack of bias. If the NYT starts taking money from vilified energy companies such as Shell, how can readers trust that its future environmental reporting. I understand that the Times has to evolve into the future world, but I'm not sure branded content is the best solution for this type of publication.
Source: AdWeek
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