The World: Sydney - Advertisers sign up for namechecks in new Nett title

Major Australian advertisers, including the Commonwealth Bank, Telstra, HP and Toshiba, have struck deals to be mentioned within the editorial space of a new business magazine.

Critics are questioning the ethics of the agreements with Nett magazine. The deal, involving the Commonwealth Bank, is said to be worth about Aus $100,000, making it one of the largest-ever paid placements in the Australian magazine market. Gary Hardwick, the co-founder of Ikon, the bank's media agency, said: "The barrier between advertising and editorial content has been steadily broken down for several years now."

But Christopher Warren, the federal secretary of the Media Entertainment and Arts Alliance, warned: "There needs to be a clear division between advertorials and editorial."

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).