You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract News Organizations Face Tricky Trade-Off With 'Sponsored Content' Publishers Need Cash 'Partner Posts' Bring, But Fear the Backlash By Michael Sebastian, Published on September 23, 2013 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.