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From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It's advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed.Black Ops Advertising dissects this rapid rise of "sponsored content," a strategy whereby advertisers have become publishers and publishers create advertising - all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements.



About the Author

Mara Einstein

Mara Einstein has been working in or writing about the media industry for more than 25 years. She has enjoyed stints as an executive at NBC, MTV Networks, and at major advertising agencies working on such accounts as Miller Lite, Uncle Ben's and Dole Foods.

In addition to her books, Dr. Einstein has written for Advertising Age, Harvard Business Review, Newsday, Broadcasting & Cable, and Fastcoexist. She is regularly quoted as a marketing expert in such outlets as the New York Times, Bloomberg BusinessWeek, and the Wall Street Journal, among many others. Dr. Einstein has a BFA in theater from Boston University, an MBA from Northwestern University and a PhD in Media Ecology from New York University. She is a Professor of Media Studies in New York City as well as an independent marketing consultant and speaker.

For the latest trends in advertising and marketing, visit my website: maraeinstein.com



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