— Former New York Times editor Bill Keller in an interview with Forbes on native advertising.
"It’s a slippery slope. It is not entirely a novel issue. We’ve dealt for ages with the question of advertorials in print…Online, the dynamic is just so much quicker and the pressure for the metrics is so much more intense that I think it’s hard. Once you start doing that in an era where there’s a drought of money, a drought of revenue, and suddenly there’s this revenue stream."
"The area where the PR industry needs to develop more muscle is on the creative end. When you add a traditional copywriter and art director to a real-time command center, that is when the magic really happens."