The Independent is recreating itself as a digital-only organization as its print editions come to an end in the next two weeks. While other news organizations have created separate divisions for native ads, The Independent is taking a unique approach: It’s hiring writers who will work on both the editorial and commercial sides of the business. Group commercial director of ESI Media, which owns The Independent and The Evening Standard, says: “The thought process behind these new roles is that the writers will be close to the industry they write about, so will be best placed to help brands unlock the audiences that enjoy reading that content.”
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