Native advertising is the current ‘big idea’ sweeping through the commercial side of the journalism business.

For many editors the prospect of taking native advertising is about as enticing as getting a letter from Carter Ruck. But like it or not, if it hasn’t come to your publication yet – it probably will soon.

I was the only journalist (alongside chairman Ray Snoddy) at a round-table on native advertising hosted by digital advertising company Vibrant Media working with the Association of Online Publishers.