Lewis DVorkin: Content Marketing or Advertorial?
AUGUST 10, 2012
As he goes on to say, the “idea that a company—as a brand and marketer—can be an expert content creator and reach an audience by disintermediating reporters is confusing, threatening and scary to an entire profession that had its way for a century.”. In other words, the publisher is no longer a gatekeeper for content, but just one of several equally privileged voices. Is Lewis DVorkin a visionary or a sell-out? I can never quite make up my mind.