The industry is mixed on how editorial staff should participate in the native ad business

You might have heard: Condé Nast unveils branded content studio “23 Stories,” which will involve newsroom editors in its production of native ads (Wall Street Journal)

But did you know: Condé Nast is not the first organization in the recent rise of sponsored content to involve editorial staff in the production of ads in some way. As one example, Time Inc. has a dedicated content studio staff, but also produced an Amazon-sponsored gift guide in which the editors chose the products. The “wall” separating editorial and business has never been completely there, as editors-in-chief and publishers have always communicated, points our executive director Tom Rosenstiel in this report. But the important principles are preserving the independence of the editorial staff, and “how it’s labeled” for the public, Rosenstiel said. “The central concept is not what occurs internally, but what is communicated externally. Transparency with the audience is the paramount issue.”

+ Noted: Snapchat’s new Discover feature, with original media content and revenue shares with publishers, to debut today (Re/code); NPR launches a redesigned podcast directory including podcasts from NPR, member stations, American Public Media and others (NPR);Texas Monthly’s president and publisher to retire and resign, respectively, less than a year after losing its editor-in-chief left for The New York Times (Capital New York); Breaking News app targets storm coverage to a user’s mobile location (Breaking News); Reporters Committee partners with the Investigative News Network as a media law resource for nonprofit news organizations (INN); New York Times video, @NYTVideo, launches on Instagram (New York Times Co.)