Native advertising has become the focus of attention in recent marketing discourse. Based on discussions, one might think it is a new marketing trend, however it is not entirely a novel phenomenon. It is only resurfacing in a new format with updated content and layout requirements for the digital media channels. The problem stems from the fact that native advertising makes the separation of editoril and business side of news difficult. The growing corporate influence in the media defies the principles of free independent press and impartial journalism. In the world of digital media where ads gain easy visbility in banner and pop-up formats, advertising in printed media might be hard to attract….
