ABSTRACT
This chapter sketches out some possible consequences for the future of the relationship between news media and native journalism. Newsletters from the US-based Overlap League and the Copenhagen-based Native Advertising Institute describe the emergence of new content studios and the increased professionalization of the industry. In an interview in 2017, an executive for Strossle, a native advertising firm that partners with publishers to "battle the Facebook-Google duopoly," argued that publishers had to come to terms with the fact that they were living in a "post-advertising society". A change in Facebook's algorithm that prioritizes video content over links to articles led some US digital outlets to lay off writers in order to shift away from text and focus on video. Though Twitter, Snapchat, Facebook, and Instagram mainly served as points of distribution for advertising rather than creating advertising in-house, Facebook and Snapchat are in the process of establishing production studios to develop their own editorial content.
