Comment on Inside Forbes: Before It Was Called Native Advertising, a Team in a 'Box' Had an Idea

Inside Forbes: Before It Was Called Native Advertising, a Team in a 'Box' Had an Idea

We called it "The Box." It was a windowless room no bigger than 8 feet by 10 feet in midtown Manhattan and the temporary office space for the startup I founded. Five of us, crammed shoulder-to-shoulder, were working on a bold new model for journalism. Reporters and writers would build individual brands around their expertise -- and they'd use our publishing tools to do it.

 

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