Ethical Challenges of Hybrid Editors

In times of turbulence in the media industry, media organizations are looking for new business models. Digitalization has led traditional news media organizations to testing new forms of advertisement, such as sponsored content and native advertising, whereas others, such as lifestyle magazines, have a longer history in collaborating with brands. Editors are key players in these developments, since they are journalist–managers and decision makers within those daily practices that shape policies and influence new product innovation and development. In this study, we examine from the editors’ point of view, how they see the process of adopting novel forms of advertisement and what ethical cha…