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.


Understanding editorials

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.

Want to hear more?

Simply insert your details below to receive your monthly instalment of news, views, insights and tips from Kendrick PR.

Latest From Kendrick PR

Kendrick PR
Timeline Photos
The aesthetics market is larger than ever, and with so much variety to choose from, many clinics struggle to stand out to potential clients and patients. my latest blog breaks down the steps needed to differentiate yourself and ensure you ...
RT @aestheticsgroup: How can you use botulinum toxin, dermal fillers and plasma for the periorbita?
Find out from Dr Nikola Milojevic of @m…
1 0
The #Kendrick PR #ELITE #Reputation test will allow you to score your proficiency in #PR and #Marketing and identif… 0 3
With the year drawing to a close, we are looking forward to the range of exciting events and #opportunities in the… 1 4
RT @aestheticsgroup: Big congrats to @drmayoni_clinic for receiving Commended recognition in the The @AestheticSource Award for Best New Cl… 2 0
Thank you @aestheticsgroup for another amazing event! I am delighted to have been named as #highlycommended in the… 1 11
Kendrick PR
Thank you to my lovely clients and colleagues who voted for me in this year's Aesthetic Awards 'Best Clinic Support Partner' category; I was absolutely delighted to have been named Highly Commended on Saturday, and I couldn't have done it ...
Kendrick PR
Photos from Kendrick PR's post
Thrilled to be named as highly commended at the #AestheticAwards2017! Many congratulations to all the nominees and winners 👏🏻🍾
Kendrick PR added 2 new photos.
Absolutely thrilled to be awarded highly commended in the best clinic support category at the #AestheticsAwards2017 2 11
Kendrick PR
Kendrick PR
If you haven't given my new videos on the Kendrick PR Youtube channel a watch yet, what are you waiting for? My new series of short videos aims to introduce PR and explain what it can do for your business. ...

Load More