People buy and subscribe to newspapers and magazines every day, and it’s a sure bet they aren’t purchasing these daily, weekly and monthly in the hopes of seeing the latest advertisements!
If you want to get your business out there in the public eye, you could place an advertisement. If you want to get your business out there, to be read about with interest and intent, you should use an editorial. Here a just a few reasons why;
- Longevity: The stories and information told in an editorial can live on long past the immediate impact of advertising. Are you more likely to remember that heroic story of a business owner who saved someone’s life using their equipment, or an advertisement stating ‘Equipment on Sale’?
- Perception: The opinion s of others are more trustworthy than your own. Editorial material benefits from the credibility of the publication being a third-party, by earning, not paying, its way into the newspaper or magazine.
- Relevance: Editorials often coincide with current news events, making them more engaging and relevant for readers.
- Valued content: Editorials provide the reader valuable information and tips which are then associated with the company, whilst advertising encourages purchase only. If there is one thing you should take away about marketing, it’s that it is always about the consumer and what’s in it for them.
Everyone reads newspapers and magazines for the articles, not advertisements. Providing editorials that have a woven link to a business within them garners greater readability and most importantly, trust – not only for what you have to say, but for your business.