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jbob2000

Part of Bloomberg's business model is news-as-advertising; "This company developed this new therapy, find out more". I think that's what the editor is referring to as "enterprise stories".

He's basically saying - listen, when a company is paying for a news article, don't let them stuff the piece or bury the lede. Get their key message down and move on, our readers skim the article for the beef anyways so you're just wasting their time by adding filler.

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I think it is the other way around. The stories you are implying are paid are from press releases, though they aren't paid to run them. "Enterprise" are stories that don't come from PR, they are stories where enterprising journalists have researched and developed a story.

That is why he says:

> Before you embark on a piece of enterprise, ask yourself whether it’s really going to be worth the investment, And if an idea doesn’t turn out as envisaged, be prepared to spike it and move on. A week or two spend on source-building, without any story published, is often a much more valuable use of our reporters’ time.

https://en.wikipedia.org/wiki/Enterprise_journalism

what would be an example of a paid Bloomberg article?

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