matt grant is a thinker. it shows in everything he writes, including this piece on the use of long-form "advertorial" content. it seems to me (and to matt) that as the trend continues toward content marketing, sponsored content will risk convergence with "real" content. this excerpt is from an interview matt did with the atlantic's digital editor shortly before they ran a poorly received ad from the church of scientology.
“The reader needs to know what is an ad and what is not an ad,” he told me. “We are not trying to confuse the reader into reading advertising products and thinking they are reading editorial products.”
As far as interfering with the reading experience goes, he added, “I should say, ‘Don’t unduly interfere’ because some people believe that any ads interfere with the reader’s experience.”
(note: I am testing diigo.com's annotation features. please click through on the 'magazine readers link above and let me know if the yellow highlighting shows up about halfway down the page. thanks!)