The Fine Line Between Editorial and Advertising | Loyola Digital Advertising [로욜라 디지털 광고]
The separation of church and state-like line that has always existed between editorial and advertising is becoming nonexistent. But the kinks and ethics behind a more cohesive relationship have yet to be entirely figured out. Editorial-related advertising is associated with the concept of contextual advertising but differs Add links. This page was last edited on 13 August , at (UTC). Text is available under the Creative Commons Attribution- ShareAlike. As you may know, I spent a few years working for a publishing company (St. Joseph Media) selling advertising space for Weddingbells and.
Missteps in image licensing have launched plenty of legal actions when an unsuspecting person suddenly finds their face in an ad for a company or a cause they don't agree with.
Conflict and resolution between editorial and advertorial content
To start breaking down this complex topic, let's start with the basics: What is the difference between editorial and advertising content? Editorial content typically falls into what most people would consider "news. For example, articles about celebrities often use stock photos of those famous faces to help connect the reader with the person or people they're writing about.Changing the Relationship Between Advertising & Editorial
But editorial use isn't limited to newspapers and magazines. Non-fiction books, documentaries, and other newsworthy publications all fall under editorial use guidelines.
Likewise, editorial images can also be used for educational purposes, like in textbooks or presentations. The key differentiator here is that editorial images are used to lend credibility to the story, and they are not being used to sell anything.
The core difference in commercial photos is that the people shown in the image have signed a release form that legally allows their likeness to be shown in a commercial context Even with these narrow editorial standards, there's still leeway for creativity in photo selection. Let's say a publication is writing a review of the new Nicole Kidman movie Queen of the Desert. To accompany the review, the publication could use a still photo from the movie.
But they also have the option to use a standalone photo of Kidman from a recent film festival or press event, like the one below. Because of this, it still meets editorial-use criteria. Living in a Material World Understanding what counts as advertising or commercial content is typically easiest when phrased as "anything that's not editorial.
However, according to native advertising expert Ebele Wybengaover the last three years native advertising has shown it can benefit the credibility of both brands and news outlets without sacrificing editorial integrity.
Sponsored content has been increasing substantially over the last few years: Inapproximately two-thirds of marketers surveyed by the US Association of National Advertisers said they will increase their native ad budgets.
Editorial-related advertising - Wikipedia
The most damaging example was the scandal at the Atlantic Monthly inwhen the news outlet published an advertorial sponsored by the Church of Scientology. Since then, the Atlantic Monthly has recovered its credibility and native advertising remains a key counterpart to its business model.
- Editorial vs. Advertising - What’s the Difference?
- Editorial-related advertising
- Advertising and editorial: how do editors strike the difficult balance?
The increasing scrutiny of readers has encouraged greater transparency in the execution of native ads and most news organisations have introduced transparent guidelines for use of sponsored content.
Increasing competition between media organisations and brands has accelerated the progress of native advertising practices. One of the core principles which can benefit both a brand and its partnering newspaper is credibility. By presenting the native ad with a tone of confidence and commitment to the cause, a newspaper can thus uphold both the brand's and its own credibilities.
Quartz and Monocle are good examples of successful partnerships.