Abstract Although the production side of advertising has interested scholars for decades, research has focused primarily on isolated agency practices and interactions with clients. Discussion has been limited regarding how an ad agency coordinates and connects multiple activities and relationships, and how the agency setup has evolved over time. This question has become particularly interesting in the age of digitization, in which new forms of advertising require new ways of organizing production. In a case study of Forbes’s BrandVoice unit, this article specifically examines native advertising production via the business model lens, illustrating how BrandVoice consciously borrows production logics from journalism and distribution practices of platform economies. This study contributes to the understanding of the morphing of advertising production and agency work in the digital economy.

中文翻译：

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通过商业模式看本地广告制作：以《福布斯》的BrandVoice部门为例

摘要尽管广告的制作方数十年来一直吸引着学者，但研究主要集中在孤立的代理业务实践以及与客户的互动上。关于广告代理商如何协调和联系多个活动和关系以及代理商设置如何随着时间演变的讨论一直受到限制。在数字化时代，这个问题变得尤为有趣，在数字化时代，新的广告形式需要组织生产的新方式。在福布斯的BrandVoice部门的案例研究中，本文通过商业模型的角度专门研究了本地广告制作，说明了BrandVoice如何自觉地借鉴了平台经济的新闻业和发行业的生产逻辑。