"Pay To Play" In The Digital Age: What It Means For PR, The Media, and Credibility
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by Aaron Gordon, Vice President, Schwartz Media Strategies
Unfortunately, the issue of ‘pay to play’ relationships in the media is nothing new: I once read that as many as 20% of marketers confess that they’ve purchased advertising space or entered into ‘marketing partnerships’ with publications to secure preferential editorial coverage – and that number has probably grown in recent years as many news outlets get “creative” in offering new marketing opportunities.