June 13, 2017
Traditional Advertising, Editorial And Advertorial: What’s The Difference?
When it comes to the differences between advertising, editorial and advertorial, it can be confusing and feel like a grey area! All these methods can be excellent marketing tools when used correctly, but it’s important to be able to differentiate between them so that you know what to expect when you invest time and money into your business.
The main difference: One is paid for; one is not
The main difference between advertorial and editorial is the fact that one is paid for and the other is not. In a way, advertorials are an extension of a traditional advert in that companies pay for them to appear in media outlets, such as newspapers, magazines and online publications.
They are specifically designed to look like editorial copy so as to both promote a product or service while educating and entertaining the audience. This establishes more of a connection with readers than a traditional advertisement that simply pitches a call to action using limited space. As you are paying for it, you have much of the control over the content and presentation of an advertorial.
On the other hand, the control is out of your hands entirely when it comes to an editorial as this is free media coverage that usually materialises as a result of hard work and strong media relationships. This is why it is so important, from a PR and marketing point of view, to build media contacts and relations, as they can be a huge asset down the line.
This isn’t to say that advertorials are to be overlooked as they can be great for widespread exposure, but if you can secure editorial, you are saving money and gaining credibility. It’s easier said than done, as what some outlets might find interesting or valuable to their readers, others may not, which is why companies tend to pitch to multiple outlets and send out mainstream press releases.
So there you have it. While the lines that separate traditional advertising, advertorials and editorials can be confusing, there is a difference not only in the content of such marketing tools but also in the potential outcome. It’s about finding a strategy that works for you.
Perhaps relinquishing all control to an editorial isn’t a risk you fancy taking, and in that case an advertorial is probably better suited to you. In any case, good media relationships can mean the difference between the coverage you want and the coverage you get, so bear that in mind.
If you would like to learn more or discuss how Kendrick PR could help with your advertising or editorials, please don’t hesitate to get in touch today.