How content plays drive Xerox's on-going brand revitalization
Geoffrey PrecourtWarc
In 1975, Xerox Corp. got a nearly 40-year head start on what has become known as "native advertising" when it paid Harrison E. Salisbury – a New York Times' Pulitzer-Prize winner and the creator of that paper's op-ed page – to write a 23-page article that was dropped into the pages of Esquire, the esteemed literary monthly magazine.
The deal was a bargain for the company: in 2014 dollars, Salisbury was paid $250,000 for his prodigious celebration of Xerox, which already had worldwide renown as...