Still going native

Here's a very worrying question and answer from BBC World News chief executive Jim Egan (previously of PWC, BSkyB and Ofcom) on his approach to native advertising (sponsored stories) through a special unit he's set up, called Storyworks.  It's taken from a longer interview on Digiday.

What’s worked well in terms of monetization in the last year?

I’m pleased with how well our branded content unit Storyworks has gone. The BBC prides itself on its editorial values, so moving into native advertising is by definition potentially controversial and a bit contentious. The historic approach has been this impenetrable Chinese wall between content and advertising, and native is trying to get over that wall.

I'd prefer that the wall was unscaleable, and that the Chief Executive of World News was an Editor.