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Subject: RE: UKNM: Re: Online advertorial
From: Tony Newland
Date: Wed, 27 Sep 2000 14:56:41 +0100

As long as it does what it says on the box, I'll sell it. okay, maybe that's
an oversimplification, but aslong as the prodcut in itself is not deceitful
in its claims, there is proper fulfillment and no one is "stung" and the
advert/advertorial/promotion isn't boring so as to drive my users away, gets
some horrendous click through like 0.5% and makes my site look trash, I will
carry it. Flagged up as advertorial or not. I thank you. ;-) <shocked at
myself for having standards, when the hell did that happen?>
Tony "show me the money" newland.

> Tony Newland
> Advertising & Sponsorship Manager
> Rainbow Network Plc
> phone: 0207 278 1105
> fax: 0207 713 7732
> web: http://www.rainbownetwork.com
> Any opinions expressed in this message are those of the author only and do
not necessarily represent the views of RAINBOW NETWORK PLC.

-----Original Message-----
From: Sam Carrington [samcatsensei [dot] co [dot] uk (mailto:samcatsensei [dot] co [dot] uk)]
Sent: 26 September 2000 15:52
To: uk-netmarketingatchinwag [dot] com
Subject: Re: UKNM: Re: Online advertorial

I would be inclined to take the middle way - advertorial can appear as
both 'marked' and 'unmarked' (IMHO) how would you describe the
Adidas/Lee Evans Olympics shorts described in the Guardian last week.
They are not marked as adverts, contain no adidas branding, run as 1
minute shorts in the olympics feed and even appeared on the BBC. They
BBC are apparently even considering packaging all the slots into one
longer slot to run in the future. They are effective
lifestyle/editorial content and the only reference they make to adidas
is with the track suits which Mr Evans and his co-conspirators are
What about the PS2 campaign mentioned in the same article. No branding,
just an evocative image and a slogan designed to pique curiosity and
encourage debate.

However press content does, I agree, usually get marked with
'advertisment' or 'promotion'. For now at least. Lets hope the adidas
campaign doesn't set too attractive a precedent. But I fear it has.

Remind me again why soap opera is so called, and how it originated. Oh
yeah - thats right. They were invented for the purposes of selling soap.
So TV returns to its roots.

Fiona Campbell-Howes wrote:
> I beg to differ - I've written advertorials for clients and they are
> clearly marked as "promotion" or "advertisement" when they are published.
> They are just long-copy print adverts, which is why clients often get
> 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
> editorial.

sam carrington // senior web developer // sensei.co.uk

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