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Philly Inquirer Launches Sponsored Column

BusinessJournailsm.Org, Thursday, May 3, 2007 10:31 AM

The newspaper industry is keeping an eye on The Philadelphia Inquirer as it rolls out a staff-written business column sponsored by a local merchant. Citizens Bank pays for the column space and will have its logo and company colors on the feature, which is a collection of blurbs taken from company filings and other local news.

The Inquirer insists the column is in not an advertorial and remains under the control of staff and editors. "There's been a lot of concern [from staff] over the appearance of sponsorship and what it means," says Tony Gnoffo, the paper's assistant managing editor for business. "I tell them what my bosses tell me. We're totally in control of this thing." Indeed, ad revenue from the column will help pay for an editor to oversee it.

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