Content marketing has been a growing source of advertising revenue for news publishers in recent years and according to the Content Marketing Association is worth £5bn a year in the UK alone. But it has been particularly hard-hit by the pandemic. With in-flights magazines grounded and many publishers closing down their content marketing divisions – does it have a future?

A number of national news publishers have commercial content divisions: The New York Times runs T Brand Studio, The Guardian runs Guardian Labs and the FT runs FT Commercial, to name a few

However, some are now turning their backs on this source of revenue, particularly as the pandemic has hit advertising spend.