Always read the label: people are willing to pay for news, and trust established brands to provide it. Photograph: Getty

As if consumers haven’t enough to confuse them, there is now the emerging phenomenon of sponsored content in the mainstream media to make life just th(...)

08/05/2013 - NEWS - (2nd from Left) Eoghan Nolan from Brand Artillery, Johnny Ryan,(3rd from left) Chief Innovation Officer at The Irish Times, Pierse McCaughey (in Green in background) Group Creative Director Cauley Nea\TBWA, Eamon Fitzpatrick,(Centre) Advertising Director,The Irish Times, Eimear Moran Agency Sales Manager at the Irish Times and Kevin O’Sullivan, Editor of the Irish Times at the launch of the Irish Times FUSION Startup Initiative with members of over 20 startup companies. Photograph: Alan Betson / THE IRISH TIMES

As part of efforts to redefine the future of advertising, 20 start-up companies have been shortlisted from more than 100 entries to participate(...)