The wall between editorial and and advertising is lowering a bit at Time Inc, as writers and ad salespeople collaborate on native advertising, says the publisher’s video and mobile sales director Mark Marvel.

“The two can function in a way that’s meaningful,” Marvel tells Beet.TV. “There’s no longer that separation – there’s a little bit of collaboration.

“Editorial directors can sit down with the advertising team and say ‘here’s our schedule’ – advertising teams say ‘what are the ways that we can plug in to things that are happening?'”

Marvel cites Time magazine’s gigapan photo from the top of One World Trade Center, sponsored by Advil, as an example of the harmony now on show.

He was a panelist at the recent Beet.TV summit on branded content, interviewed by Furious Minds CEO Ashley J. Swartz. You can find additional videos from the event here.