TORONTO, Sept. 12, 2014 /CNW/ - The Canadian Journalism Foundation kicks off a new season of J-Talks with Native Advertising: Journalism's Saviour or Sellout? at the TMX Broadcast Centre in Toronto on October 2.
Whatever you call it—native advertising, branded content or custom content--these 'advertorials' are controversial, yet news organizations see them as the latest and best business strategy. Can Journalism's tattered integrity be rescued when the lines between editorial and advertising content are blurred? Can sponsored content be palatable to readers, and to journalists? And while these ads are delivering new dollars to legacy news outlets, are they also eroding trust and driving readers away?
"Native advertising is widely discussed in journalism circles these days and is just as widely misunderstood," says Scott White, vice-president of content strategy and business development at Postmedia Network. "There is no accepted definition of what 'native advertising' means and no industry standard on labels that are needed to ensure transparency. As an industry, our constant challenge is to find new sources of revenue without damaging our credibility. Native advertising is both an opportunity and a risk."
Jill Borra, executive editor at The Globe and Mail, and Cathrin Bradbury, executive director of content development at Star Media Group, will join White on this panel. This discussion will be moderated by Ivor Shapiro, chair of the School of Journalism and associate professor specializing in journalism ethics at Ryerson University.
This panel discussion is part of the CJF J-Talks series, exploring issues and challenges shaping journalism.
Thank you to CJF J-Talk exclusive series sponsor BMO Financial Group and in-kind supporter CNW.
WHERE: TMX Broadcast Centre – Gallery, The Exchange Tower, 130 King St. West, Toronto
WHEN: Thursday, October 2 / Discussion 6:30 p.m. / Reception 8:00 p.m.
Early bird tickets (Limited quantity available): $25
General admission: $30
Students (Limited quantity available. ID at the door): $15
About The Canadian Journalism Foundation
Founded in 1990, The Canadian Journalism Foundation promotes excellence in journalism by celebrating outstanding journalistic achievement. Our signature events include an annual awards program featuring a must-attend annual industry gala where Canada's top newsmakers meet Canada's top news people. Through J-Talks, our popular speaker's series, we facilitate dialogue among journalists, business people, academics and students about the role of the media in Canadian society and the ongoing challenges for media in the digital era. The foundation also supports journalism websites J-Source.ca (English) and ProjetJ.ca (French) and fosters opportunities for journalism education, training and research.
Image with caption: "The Canadian Journalism Foundation's J-Talk on native advertising takes place on October 2 in Toronto. Speakers include The Globe and Mail's Jill Borra, Star Media Group's Cathrin Bradbury, Postmedia Network's Scott White and Ryerson University's Ivor Shapiro (moderator). (CNW Group/Canadian Journalism Foundation)". Image available at: http://photos.newswire.ca/images/download/20140912_C3699_PHOTO_EN_5533.jpg
SOURCE: Canadian Journalism Foundation
For further information: Wendy Kan, Program Manager, The Canadian Journalism Foundation, 416-955-0394 x502, firstname.lastname@example.org