UKNM: Re: Online advertorial

[Andrew Warner]

To suggest that all advertorials are a con is ridiculous, and I sincerely hope that you are not suggesting that Emap (and other major publishing houses) are actively conning their readers through advertorial.  In fact with any magazine with a strong brand, advertorial is more closely vetted than advertising.  For example a magazine such as FHM, would never want to risk pissing off its readers by associating itself with a dodgy brand. However an offer, say to introduce a new shaving product from Gillette, with a free sample for readers and a competition with a great prize would be clearly flagged as advertorial, would inform readers and would drive sampling and datacapture for Gillette.  Advertorial is not a replacement for advertising but can work well within an integrated and well planned marketing plan.

With regard to TV, product placement, masthead TV, infomercials, product placement and advertiser funded programming are alive and well.  As the traditional ad break becomes eroded by multi-channel interactive TV platforms, these will become more prevalent than they are currently.  Yes there are regulations, which have many contradictions and idiosyncrasies in them, but most responsible advertisers have no desire to con their potential/customers and work within them. Yes if a website presents something as editorial, but it is actually paid for then that may be considered a con.  But a responsible approach e.g. Smirnoff on http://www.beachbeats.com 

can work well for the site, the users of the site, and the advertiser.

Andrew Warner, andrew [dot] warneremaponline [dot] com
Head of Marketing, EMAP Online,
Priory Court, 30-32 Farringdon Lane,
London. EC1R 3AW
tel. +44(0) 20 7309 2780
fax. +44(0) 20 7309 2718

Date: Mon, 25 Sep 2000 10:54:51 +0100

From: "Richard Bailey" <

RBaileygodado [dot] com

>

Subject: RE: UKNM: Re: Online Advertorial


The reason they are banned on the TV is they are seem to the masses (who it

seems have been deemed unable to think for themselves) as a real  persons

personal view.  The TV regs say that if this view is paid for then it is an

advert and should be clearly stated or understood.  The difference in the

law is number of users and government regs.  I feel a con is a con and

giving a con a big wordy name and putting it on the net does not make  it

right.  Who cares if loads of magazines do it, does that make it right to

con if other companies do it? Newspapers seem to police themselves  quite

well on this matter.  The whole point I was making is that it will devalue a

site and I can never escape the feeling that it is wrong because it is

masked as a real balanced 'human' view.


Richard Bailey

Internet Sales Executive

www.Godado.co.uk

RBaileyGodado [dot] com

Tel: +44 (0)20 7236 7722



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