Advertorials

William A. Hanff

An advertorial is any form of paid editorial material that has been written, designed, and executed so as to resemble a news story, editorial, or other content. Advertorials form two broad categories depending on their desired outcome. Political/corporate advertorials are published statements about a controversial issue, pending legislation, or a public affairs initiative. Rather than selling a product or service, political/corporate advertorials seek to persuade the reader or viewer to a certain point of view on a public issue. Consumer advertorials, by contrast, function in a manner similar to paid advertising. These consumer advertorials, frequently referred to as “special advertising sections,” usually include lengthy written copy that conform to the style format for nonpaid editorial content. Consumer advertorials seek to directly sell a product or service, while corporate/political advertorials seek to advance a public relations objective. Both categories of advertorials can take many forms. An advertorial may be a single ...

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