Forbes takes native ads to new level with sponsored cover

But as readers turn the page, they’ll see a second cover that has been bought and paid for by sponsor AT&T. It marks the first time that Forbes has produce a second cover for an advertiser as part of the company’s four-year-old BrandVoice program, which enables marketers to produce articles for, as well as the print edition of Forbes, which look and feel like content produced by the media company’s reporters and editors.

Admired by some for being innovative and not beholden to yesterday’s business models–and heavily criticised by others for what they see as compromising its journalistic values–Forbes has become a poster boy of sorts for its warm embrace of sponsored content, one of the many flavours of native advertising that has become increasingly popular among online advertisers over the past few years.

Read the rest of this story at the Wall Street Journal.

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