Much of the media is moving towards native advertising and sponsored posts, and Fairfax is no different, with the offshoot Made By Fairfax in the business of making content for other brands. Content marketing is considered a future cash cow for many traditional media outlets and generally pays the people who write it far better than journalism, which is why Ms Tips was surprised to receive a tip that contributors had been told they could only be paid in gift cards in lieu of remuneration. We put that to Fairfax and were told by a spokesperson “this is untrue”.

Peter Fray

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