Editorial, advertorial and adverts: what’s the difference?
You’ve just brewed up some coffee and opened a magazine or newspaper, or picked up your phone to browse a website. As you flip through the pages or scroll the site, you might notice that there’s a mix of content. Some content blocks might be news or event reports, some in-depth articles, columns and opinion pieces and others clearly promotional. Most written media (even if it’s online and not in a magazine) is either editorial, advertorial or an advert. As a business owner there’s a good chance they’ll appear on your radar if you book an advert or engage in PR, so it’s helpful to know what sets them apart. And, more importantly, which one is right for your business? In this blog we’ll take a closer look at editorial, advertorial and adverts, and what’s the difference between them!
Editorial: informative and unpaid
An editorial is unpaid content that appears in print or online. It could be a news article, opinion piece or feature, and its primary purpose is to inform, entertain or educate readers. Editorials are typically objective, which means that they aren’t trying to sell a product or service directly. However, they can certainly help increase awareness and credibility for your business.
Getting editorial coverage is a key element of a PR strategy. This usually involves pitching ideas or products to journalists, hoping they’ll see the value in writing about your business. In some cases, businesses may get editorial space as part of a package when they’ve booked paid advertising. However, editorial itself is always carefully vetted by the publication’s editorial team to ensure it aligns with their standards and offers value to their readers.
Editorials are a great way to raise your business’s profile because they carry an air of authority and impartiality. Readers are more likely to trust the content because it’s been chosen by the publication and its journalists, not paid for by the business. If you’re looking to build trust, hunting down some editorial coverage is a great option.
Advertorial: blurring the lines
An advertorial is a paid piece of content that is designed to look and feel like an editorial. It blends in with the publication’s style, tone and layout, which makes it less intrusive than a standard advert. That means it’s more likely to be read by the audience. While an advertorial is informative, it has a promotional agenda – to promote the brand, service or product of the advertiser. Advertorials are usually paid for or might be granted to brands that have paid for an advert.
Although it may seem like a soft sell, advertorials can be highly effective because they don’t stand out as an obvious advertisement. Instead, they appear more like helpful advice or an informative article, so readers are less likely to skip over them.
If you’re looking for a balance between direct promotion and informative content, an advertorial might be the best choice. It allows you to control the narrative and ensure your message reaches the reader, while still appearing within a credible editorial context.
Advert: clear, direct promotion
Adverts are probably what you think of first when you imagine paid media. They are clearly promotional and designed to stand out from the surrounding editorial content. Whether it’s a print ad in a magazine or a banner ad on a website, the goal is to grab attention and encourage immediate action, such as visiting a website, making a purchase or signing up for a service.
Most adverts feature a brand’s logo, images, graphics and a strong call to action. They might also harness interactive elements such as QR codes, augmented reality (AR) or virtual reality (VR) to entertain and engage your audience more directly. There’s an exception to every rule, and big brands can get away with adverts that break all the rules. Some have no copy at all, no call to action or distort their branding. Here’s a roundup of some iconic print and billboard ads. Some play by the rules, some don’t!
Adverts are usually straightforward and easy to recognise, but they can also be easier for readers to ignore. Lots of us have learnt to unconsciously skip over ads or tune them out entirely. That’s why it’s important to utilise clever wording and an eye-catching design so that your advert stands out. It’s also why influencer marketing has become a widely utilised and effective channel in the last five or so years. People love seeing what their favourite social media stars are up to and might not notice they are being marketed to! There’s some evidence this trend has peaked as consumers start to get more savvy about paid content on social media. Watch this space…
Which one is right for your business?
Understanding the difference between editorial, advertorial and adverts helps you make informed decisions about how to get your message across to your target audience. Each serves a different purpose, and they can all play a role in your marketing strategy. Editorials build trust and credibility; advertorials strike a balance between informative and promotional content and adverts can drive immediate results.
If you’re unsure which option is best for your business, or if you need help crafting the perfect message, I’m here to help! I work with businesses of all sizes to create engaging editorial, advertorial and advert content that gets results. Get in touch today to discuss how I can support your next project!