Native Ad-Slayer John Oliver Visits Native Ad-Seller Hearst and Explains His Hit Piece
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Why did John Oliver devote 11 minutes of his HBO show “Last Week Tonight” to skewering the practice of native advertising?
It was inspired by an interview he saw with Time Inc. CEO Joe Ripp, Mr. Oliver told an audience at Hearst Tower in New York on Tuesday. Mr. Oliver was struck by how easily and quickly Mr. Ripp dismissed the tradition of separating his company’s editorial function from the business side.
Time Inc. is the nation’s largest magazine publisher, and owner of such iconic titles as Time, People, Fortune and Sports Illustrated. Its news magazines strive to adhere to the highest journalistic standards, including total independence from advertisers’ influence. Last year, Mr. Ripp told editors to report to business-side colleagues instead of the longtime company editor-in-chief, essentially dissolving the wall the existed between editorial and advertising, while promising to maintain journalistic independence.
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