Media partnerships: Distinguishing myth from reality

Brands can achieve better results with fewer, deeper media partnerships.

When people think about the relationship between media owners and advertisers, and how this has evolved down the decades, they assume that this is a marriage based on mutual suspicion.

Arguably, this goes right back to the Victorian era, when newspapers were sensitive to accusations that their editorial integrity could be bought by commercial or political interests. That’s how the media owner notion of “church and state” was born –

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