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Subject: RE: UKNM: Re: Online advertorial
From: Richard Bailey
Date: Tue, 26 Sep 2000 14:00:13 +0100

I think you missed the point and may need to have a firm definition of an
advertorial explained to you. It is an article who content is paid for and
is a commercial advert which the reader is lead to believe is a real
balanced personal opinion. The writer has ceased to be the master of his
own thought and has become a copy writer for what ever the company want him
to write. He is a copy writer and the artical is a con because it is an
An advertorial is not a clearly sponsored section or article. An
advertorial is not what I saw on the beachbeats site. I was looking for an
article on how drunk Smirnoff got and how great it was., could not find.
Maybe the word advertorial means advert-in the-editorial. Its just a
radical idea and the other stuff is sponsorship.

Again who cares if it works, does that make it right?

Richard Bailey
Internet Sales Executive
t:0207 236 7722
f:0207 236 0368
rbaileyatgodado [dot] com
35-37 Ludgate Hill
London EC4M 7JN
Search with Godado
Promote Your Site
Put godado on your site

-----Original Message-----
From: owneratchinwag [dot] com [owneratchinwag [dot] com]On">mailto:owneratchinwag [dot] com]On Behalf Of Andrew
Sent: Monday, September 25, 2000 05:16
To: uk-netmarketingatmail [dot] chinwag [dot] com
Subject: UKNM: Re: Online advertorial

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

Andrew Warner, andrew [dot] warneratemaponline [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

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  Re: UKNM: Re: Online advertorial, Fiona Campbell-Howes

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