Being fit is important if you are an athlete, or a sports teacher. It’s important if you’re in the armed forces, or if you want to run marathons. Being fit if you run a business isn’t so crucial, is it? Well actually, it could be that it is. In…
Over 650,000 registered financial advisers in the United States help manage over $30 trillion of investible assets and represent approximately 10% of total employment of the finance and insurance sector. However, despite their prevalence and importance, financial advisers are often perceived as dishonest and consistently rank among the least…
The more a company’s board is independent from management, the less likely it will become entangled in corporate misconduct, according to new findings, from a meta-analysis of 135 studies, published in The Journal of Management. The site of independence also matters. Independence on the audit committee particularly shelters firms…
Most people can’t tell native advertising apart from actual news articles, according to new research.
There are all kinds of ways to avoid advertising, such as using ad-blocker software, fast-forwarding through commercials, or choosing ad-free media streaming services like Netflix. This has forced advertisers to get creative to put their messages in front of digital consumers. Also known as sponsored content, native advertising inserts paid messaging right into the mix alongside news articles.
Buzzfeed was an early adopter of native advertising as a profit-making model, but these days the New York Times, Wall Street Journal, Washington Post, Boston Globe, and nearly all major news sites are profiting from content for which advertisers pay. One estimate from Forbes says that native ads will be a $21 billion industry by 2021 and account for nearly 75 percent of all ad revenue by then.
Not only is there more content like this, it’s better, too. So much better that it’s beginning to fake out readers. And that’s troubling, says Michelle Amazeen, an assistant professor of advertising at the Boston University School of Communication.
In her new research, even though her online survey told participants that they were viewing advertisements, many people—more than 9 out of 10—thought…