Some reporters resent rise of assignments born of deals with advertisers.
“I hate it. I hate doing it… It’s not what I signed up for.” That’s the lament of a former Postmedia reporter assigned all too often to write “custom content.”
Most of us assume that media outlets still go about producing their news the traditional way — a reporter sniffs out a lead or an editor assigns an evolving story or, these days, a columnist storifies a flurry of Twitter activity.
Increasingly, however, stories are put into motion differently. Referred to variously as custom content, custom publishing or directed content, Canada’s major broadsheets and newsmagazines are now speckled with content spun up by marketers and brand sponsors.