“Public relations people, often former journalists, now supply much more copy to cash-strapped, slimmed down newspapers” writes John Lloyd, co-author of ‘Journalism and PR’ in the FT. He is referring to “Native advertising”, designed to look and read like the publication into which it is inserted. Although this is a trend on the rise, there is a parallel trend of contributed content that is not paid for and non promotional.
Publications are increasingly taking contributed content (articles by companies) that address industry matters but which are not promoting products and services. No money exchanges hands: publication have more content, their readers get quality editorial and the contributing company demonstrates it understand the important issues in its field.
The full FT article can be read here.