British newspapers have long had a snooty attitude towards this country’s £20bn-a-year advertising industry. Better to avoid mentioning it all than bite the hand that feeds, might be a summary of how most editors feel, despite the fact that advertising is something the Brits are good at.
But there are signs that things are changing. For a start, media companies know they can now build huge global audiences with a free ad-funded model. That is why Britain’s two biggest online newspapers, Mail Online and theguardian.com, were both so keen to attend this year’s Cannes Lions, the global ad industry’s most important gathering of the year, which ended this weekend.
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