CityAM is to dramatically shake-up its editorial model, allowing corporate brands to create content that will sit, and compete, directly with its own editorial teams. 

Sounds like a PRs dream - easily placed, free content on a respected media platform. 

But there is a catch - of course. 

Corporate brands will be charged a 'tenancy fee' and be required to commit for a minimum of six months. It will run under the name 'City Talk', with a brand's name replacing 'City' - for example, PwC Talk.

Other newspapers are, predictably, dismissive of the move - another nail in the press coffin.  But the move will be welcomed by brands - even more so those with active content marketing strategies.