• by Wayne Friedman , Staff Writer, July 23, 2013

Publishers walk a tightrope between editorial and advertising sales, says OMMA moderator, Brian Fitzgerald, president of Evolve Media, LLC. How much should ad sales do to push editorial? Not very much.

“We respect our journalists in a big way,” says Jaci Hays, senior vp of advertising sales for CBS Interactive Games, on a panel called “Publisher Panel: Making The Case For Context, Creativity and Control.”

“We create a lot of video but it costs a lot of money,” she says. And that is why Hays says CBS doesn’t want its editorial staff doing “stupid things” just to get attention. This can cause backlash -- especially true with the gamer audience who won't react positively. 

“We have a very strict church and state [policy]”, says Jordan Allen, executive producer of PopSugar Studios. “We spend a lot of time making it work.”