More than half of news outlets accept sponsored content, survey says

Strategic video communications firm D S Simon Productions asked about 300 journalists whether their outlets accept brand journalism pieces and outside videos. Most say they do.

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Sponsored content appears to be gaining favor in the ever-changing news media, at least according to one recent survey.

According to a new survey conducted by strategic video communications firm D S Simon Productions, more than half of media outlets accept sponsored content as of late 2013. About 52 percent of the 300 or so journalists surveyed said their outlets run brand journalism pieces.

Of course, there are caveats. Bloggers and website producers, at 73 percent and 55 percent acceptance, respectively, seem far more willing to take a sponsored piece.

Survey respondents who work at newspapers (39 percent), radio stations (45 percent), and TV stations (48 percent) were not quite as enthralled with accepting sponsored stories.

It also seems the format matters.

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