Someone recently called who wasn’t happy with their PR
firm even though they had received media at a really good price.
They said they thought they could have got one hit themselves
because they knew the owners.
Not so, I said, publishers want to sell ads. The stories
are the draw that pulls in readers for the advertising numbers.
Owners will sometimes say they have an upcoming feature
that would be perfect, only it’s already closed.
But, they have a special advertising section for it—that comes
with a hefty price.
An advertorial looks like an article except for the strip
at the bottom that says “special advertising supplement”.
If the person asks about being in another feature, the
publisher also could call on the “wall” between advertising and editorial.
If it’s a legitimate publication, the wall usually isn’t
breached by the owner.
Even newspaper owners who don’t like what their editors
create don’t interfere—as long as circulation is up.
For more information, please call us at (916) 455-4790 or
visit www.dellrichards.com.
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