|
|
Article: Advertorials: a second look. (special advertising sections of magazines) (column)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- June 1, 1989
- Author:
CopyrightCOPYRIGHT 1989 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Advertorials: A second look
In its "Guidelines for Special Advertising Sections," the American Society of Magazine Editors notes that the word "advertorial" should not be used to describe such material. But, as everyone knows, the word is commonly used in magazine publishing offices to describe a themed section written primarily as an aid to selling the advertising in it.
Advertorial may be to magazines what junk bonds are to Wall Street: a term of revealing candor that suggests an element of risk. The public's trust is involved. With magazines, there is the risk that an immediate gain in ad pages generated by advertorial sections may be offset by the ...