Advertorials

A new form of literature has emerged in the past few years, something called an "advertorial." Instead of having independent editorial material surrounded by ads, advertorials are publications or programs where editorial-like content is controlled, influenced or actually produced by advertisers.

Whether advertorials should be classified as "advertising" or "media marketing" is a matter of debate. Some advertorials contain material that is indistinguishable from content found in editorial sections, other advertorials are simply collections of ads concerning a given subject. More certain, however, is the idea that properly constructed advertorials offer interesting promotional opportunities.

Advertisers like advertorials because the copy is "safe" (read: uncritical and non-controversial). No need to worry about investigative reporters -- none would produce advertorials. And when advertorials group a large number of advertisers, they are also attractive because they offer a "shopping mall" effect, many competitors in a single place produce more business than competing shops spread over a wide area.

Advertorials raise a basic question for promoters: If advertorials are such a good idea then how can you make use of them? The answer will vary according to the dollars available and the media selected.

Peter G. Miller is an image, marketing, and public relations consultant whose clients include selected national corporations, associations, and web sites. Mr. Miller can be reached at peter@boardroomarts.com