In this business model a company pays a media outlet to have a branded area on the media webpage. The contents are editorial and not advertising, mixing editorial contents produced by the media outlet, the brand and guest authors (often specialists on the subject). The main goal is to target special audiences with purposefully produced contents, boosted by the media brand credibility (i.e. The News York Times and Dell computers). As the media scientist Lucy Kueng wrote in 2018: “Advertising revenues, ideally scaled native advertising revenues, are at the core of their [the news media’s] business model”.
