Granted, this piece is authored by someone with some skin in the game (and, full disclosure, so do I) but still, some compelling stats. Paid content as engaging (on a click basis) if not more than ‘straight’ editorial. Just because it’s paid for doesn’t mean it isn’t good. I mean, just look at the Lego Movie for the ultimate example of this.
A United Airlines interactive graphic—produced in partnership with The Times—that showed how far athletes traveled to compete at Sochi. The result was nearly 200,000 clicks—well above the average editorial article.