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“This is “brand journalism”.”

“This is “brand journalism”.”

16 tapirs who think your attitude to “sponsored content” sucks

Honestly, ask yourself, if you were a reader enthusiastic about outdoor pursuits, which information source is actually giving you the best content? The one-off piece by the inquisitive journalist, or the dedicated coverage by the expert that paradoxically carries less advertising at the point of consumption?

“This is “brand journalism”.”

16 tapirs who think your attitude to “sponsored content” sucks

Honestly, ask yourself, if you were a reader enthusiastic about outdoor pursuits, which information source is actually giving you the best content? The one-off piece by the inquisitive journalist, or the dedicated coverage by the expert that paradoxically carries less advertising at the point of consumption?

By Max Tatton-Brown

Max Tatton-Brown is founder and MD of Augur, and has written for publications including the Guardian, Sifted and TechCrunch.

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