ABSTRACT
This chapter highlights how native ads came to represent the white knight news publishers were looking for as traditional forms of advertising revenue declined. It captures how native ads are produced in T Brand Studio, the branded content arm of the Times. In 2016, T Brand took further steps to ensure they could produce high quality videos for brands. To recruit the best filmmakers in the industry the Times decided to create a native ad for themselves; it was called The Selects. Often, when people discuss the ethical implications of native advertising, and how the newsroom feels about the practice, they seem to forget that reporters know it helps the paper. When the newsroom and T Brand studio feel comfortable producing work for advertisers, the rise of storytelling takes on a very different meaning. Samsung approached T Brand asking for a "never been done before" marketing opportunity.
