PG was writing about PR and the ability to place stories. This is different from native advertising. PR can place stories because, as PG points out, the news me

PG was writing about PR and the ability to place stories. This is different from native advertising. PR can place stories because, as PG points out, the news media is lazy and needs to feed the beast. Native advertising is the reporting being actually bought and paying directly. Native advertising is a natural outcome of a struggling business model - they looked at what they were doing around PR and concluded that they could make actual revenue on it.