RE: UKNM: Re: Online advertorial

[Richard Bailey]

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

advert.

    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

      www.godado.co.uk

      t:0207 236 7722

      f:0207 236 0368

rbaileygodado [dot] com

      35-37 Ludgate Hill

      London EC4M 7JN

      Search with Godado

      Promote Your Site

      Put godado on your site


  -----Original Message-----

  From:

ownerchinwag [dot] com

 [

ownerchinwag [dot] com]On">mailto:ownerchinwag [dot] com]On

 Behalf Of Andrew

Warner

  Sent: Monday, September 25, 2000 05:16

  To:

uk-netmarketingmail [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

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


[Sam says: msg chopped]



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