Parsing an internal memo from
New York Times publisher Arthur Sulzberger Jr. about the paper's launching of branded content, Felix Gillette notes "a tone of reluctant acceptance, coming
across more like a capitulation to the realities of a challenging business climate (' … something we need to do to support our investment in the journalism of The New York Times'),
rather than as an exciting leap forward in the newspaper’s evolution."
Among the "visual clues [that] will be used to distinguish the branded content from the traditional
articles": a blue border.
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