We ran a “native advertising” campaign for a new advertiser that, while properly labeled as Sponsor Content, was in my opinion inconsistent with the strategy and philosophy for which this program is intended. In this case, we did not adequately work with the advertiser to create a content program that was in line with our brand.They meant to be more devious. Nice philosophy!
In addition, because we had not fully thought through the issues around commenting on Sponsor Content, we made some mistakes trying to moderate the commenting thread. The general media climate also played a role here.No further explanation of what that "general media climate" is supposed to be. But one thing is clear: Any blame should be general:
One important note for everyone: casting blame on any group or any individual is both unfair and simply not what we do at The Atlantic. And we most certainly should not speak to the press or use social media to attack our organization or our colleagues. We are a team that rises and falls together.Something makes me think intra-Scientology memos look like that. Well, clearly, The Atlantic is deeply into the media game of profiting from propaganda. It's great that they slipped up so obviously. Be on guard, though, because they are bent on getting it right, which is to say, doing it so you don't notice.