Re: UKNM: Re: Online advertorial

[Fiona Campbell-Howes]

I beg to differ - I've written advertorials for clients and they are always

clearly marked as "promotion" or "advertisement" when they are published.

They are just long-copy print adverts, which is why clients often get their

PRs to write them rather than their ad agencies. You see them in women's

magazines all the time too, and they are never presented as or mistaken for

editorial.


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

From: Richard Bailey <

RBaileygodado [dot] com

>

To: <

uk-netmarketingchinwag [dot] com

>

Sent: Tuesday, September 26, 2000 10:46 AM

Subject: RE: UKNM: Re: Online advertorial



> 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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