The lines between native advertising and editorial content are continuing to blur, as more magazine publishers involve their editorial team in the production of native ads than use a separate native ad team.
Native advertising research and consulting firm Native Advertising Institute and FIPP, a network for media associations and companies, surveyed 140 C-level magazine executives in 39 countries during April and May of this year. More than two-thirds of magazine executives worldwide said their editorial team produces native ads.
Magazine execs are worried about the lack of division between their editorial and advertising side. Nearly half of respondents said the biggest threat to native advertising was the lack of separation of the editorial and the commercial side. Furthermore, poor labeling was also a concern; 29% of magazine execs said it was.