ABSTRACT In times of turbulence in the media industry, media organizations are looking for new business models. Digitalization has led traditional news media organizations to testing new forms of advertisement, such as sponsored content and native advertising, whereas others, such as lifestyle magazines, have a longer history in collaborating with brands. Editors are key players in these developments, since they are journalist–managers and decision makers within those daily practices that shape policies and influence new product innovation and development. In this study, we examine from the editors’ point of view, how they see the process of adopting novel forms of advertisement and what ethical challenges are in the way. Building on interview data of lifestyle magazine editors and news editors in Finland (N=18), we present a study that identifies four editorial dilemmas arising from the intersection of brand collaboration and journalistic work in lifestyle magazines and provide a timely first look into an emerging new category of “hybrid editors” in newsrooms. Our results suggests that, in overall, editors’ attitudes toward new forms of brand collaboration are positive.

中文翻译：

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混合编辑的道德挑战

摘要 在媒体行业动荡的时期，媒体组织正在寻找新的商业模式。数字化促使传统新闻媒体组织测试新的广告形式，例如赞助内容和原生广告，而其他媒体组织（例如生活方式杂志）与品牌合作的历史更长。编辑是这些发展的关键参与者，因为他们是影响政策和影响新产品创新和开发的日常实践中的记者、经理和决策者。在这项研究中，我们从编辑的角度研究了他们如何看待采用新型广告形式的过程以及阻碍了哪些道德挑战。基于芬兰生活方式杂志编辑和新闻编辑的采访数据（N=18），我们提出了一项研究，该研究确定了生活方式杂志中品牌合作和新闻工作交叉产生的四个编辑困境，并及时提供了对新闻编辑室中新兴的“混合编辑”新类别的初步研究。我们的结果表明，总体而言，编辑对新形式的品牌合作持积极态度。